As the planet gets hotter and meteorologists forecast another summer of record temperatures, Nutrafol has launched Can Your Hair Take the Heat? The campaign shines a light on an often-overlooked aspect of warm days: increased hair shedding.

As part of the effort, Nutrafol, which markets a hair-growth supplement, will provide a free month of its product to anyone who lives in a ZIP code in which the temperature exceeds 95 degrees for three consecutive days.

Nutrafol VP of brand marketing Jen Nichols said the campaign is designed to connect the company’s products to the real-life experiences of consumers. In her mind, it doesn’t get much more real than a summer heat wave.

“When our team heard that this summer is going to be the hottest summer on record, that really sparked our brains,” she explained. “We know that this can impact people’s hair, but I bet a lot of our consumers don’t.”

Nichols pointed to a survey conducted by the company which found that 90% of people know that heat affects their hair – but that 43% don’t do anything about it.

“It really comes down to information,” she said. “Hair thinning and hair shedding are complicated processes. People can understand specific root causes, but it’s hard for them to understand how they can address those causes.”

The Can Your Hair Take the Heat? offer will be promoted largely via social media, including Nutrafol’s TikTok and Instagram channels. Dermatologist Dr. Doris Day, who has worked with Nutrafol in the past, will appear on regional broadcast segments to educate consumers about the impact of warm temperatures on hair shedding. 

Nichols says that Can Your Hair Take the Heat? has much in common with More to Hair, which recently completed its first phase. The latter campaign will take the summer off, but Nichols reports that it will be back later this year.

“That campaign gets to a lot of the same themes as the summer-heat idea,” she explained. “How can we help educate and inform people about the things that are happening in their everyday lives that impact their hair? The goal is to drive a deeper understanding of the body/hair connection.”

Alongside the coupon offer, Nutrafol has launched its first program with a resort, the Mayflower Inn and Spa in Washington, Connecticut. The property will offer a Nutrafol scalp treatment and, beginning in August, a skin health series will highlight a Nutrafol product that addresses adult acne. 

Underlying all of Nutrafol’s marketing efforts is a focus on the science behind the supplement, Nichols added.

“A lot of people don’t go to the same level of clinical testing that we do,” she reported. “We’ve worked hard internally and with the medical community to demonstrate how the product works and how it has a certain level of potency, whereas other supplements can be quite variable. We

back up our products through efficacy, clinical studies and published ingredient research.”