Rogaine, Mitchell Stir Up Co-branded Product Intro

Brandweek, Jan 18, 1999

BRIDGEWATER, N.J.--Pharmacia & Upjohn teams with Beverly Hills, Calif.-based John Paul Mitchell Systems for a co-branded launch, in an effort to have P&U's Rogaine viewed as a cosmetic product as well as a pharmaceutical. Paul Mitchell Rogaine Professional Extra Strength for Men (5% minoxidil) will be the core product in a five-item package shipping to more than 90,000 U.S.

salons. P&U is looking to attract a younger audience by additionally positioning Rogaine as part of an overall haircare regimen, using trained hair stylists as the conduit. The package will also include a hair and scalp strengthener called Paul Mitchell Botanical Body Building Treatment, Paul Mitchell Botanical Prep Shampoo and an educational pamphlet. Consumer ads will follow.