Hair Club sheds old image with a new nationwide television ads
Spots Highlight Hair Club's Full Range Of Proven Solutions to Fight Hair Loss
60 Second Advertisements Reach Out to Expanded Demographics
Targets Include Women, African Americans, Older Men
BOCA RATON, FL. November 1, 2005 - Hair Club, the world's leading provider of proven hair loss solutions, today announced the launch of its first nationwide television advertising campaign in three years. Designed to educate viewers about the genetic causes of hair loss and the full range of solutions available at Hair Club, the campaign represents the first television advertising by Hair Club since Regis Corporation (NYSE: RGS), the global leader in the $150 billion hair care industry, completed its purchase of the company in December, 2004.
"Nobody loves Sy Sperling more than we do," said Duncan Robinson, Chief Marketing Officer at Hair Club. "But just like our clients hope to do, it's time for Hair Club to update its image - especially since we now offer more state-of-the-art solutions to more people than ever before."
Since the last time it ran national television advertising, Hair Club has incorporated a full-range of solutions to premature hair loss, including state-of-the-art, non-surgical hair replacement, the gold standard in hair transplantation; microscopic follicular transplants from the most experienced surgeons; and hair therapy programs that incorporate FDA-approved hair re-growth agents, among others. The new spots offer information, advice and consultation on this broad range of proven solutions. In addition, because today's solutions are effective for men and women of all ages and races, Hair Club's new advertisements -- "Beautiful Baby" and "Get Real" -- reach out to African American women, Hispanic men, older women and others who have not traditionally been associated with hair loss.
Lampooned for the homemade ads of the 1970's and 1980's which included Sy Sperling's now famous line "I'm not only the President, I'm also a client," Hair Club has dramatically changed its approach with this new campaign. The two new ads were created by New York agency Karlin + Pimsler, a leader in direct response advertising. The first ad features newborn infants and notes the age that their genetic code will cause hair loss. The second ad features mannequins of many ages, races and genders to represent the many people who suffer from hair loss.
With facilities in nearly forty states, Puerto Rico and several major cities in Canada, Hair Club has opted to run the advertisements nationwide on such cable television networks as FX, Lifetime, MTV2, Bravo, Biography, National Geographic, the Soap Network and, of course, ESPN. The total cost of the time buy is well over $1 million dollars.
"For the 40 million men and 30 million women who experience it, hair loss is no joking matter," added Mr. Robinson. "It's no joking matter for us at Hair Club either - our goal is to make them feel as confident and secure as they always did by providing them with the solution that fits their needs."
Copies of the spots can be viewed at Hair Club's website
About Regis Corporation
Regis Corporation (RGS) is the beauty industry's global leader in salons, hair restoration centers and education. As of June 30, 2005, the Company owned or franchised 11,077 worldwide locations; which included 10,952 beauty salons, 90 hair restoration centers and 35 beauty schools operating under concepts such as Supercuts, Jean Louis David, Vidal Sassoon, Regis Salons, MasterCuts, Trade Secret, SmartStyle, Cost Cutters and Hair Club for Men and Women. These and other concepts are located in the U.S. and in ten other countries throughout North America and Europe. For additional information about the Company, including management's current financial outlook and a reconciliation of non-GAAP financial information, please visit the Investor Information section of the corporate website at http://www.regiscorp.com.
