Viviscal
Brief
Church & Dwight partnered with Gamma Communications to increase awareness of its hair supplement brand Viviscal among women ages 45 to 55 experiencing menopause.
The challenge was to educate a specific demographic on the benefits of Viviscal in a way that felt credible, supportive, and culturally relevant. Rather than relying on traditional advertising alone, the objective was to connect with women through trusted voices and meaningful content, while aligning the brand with a broader conversation around menopause awareness, health, and wellness.
Process
Gamma developed a strategic cause marketing partnership with Let’s Talk About Menopause, a 501(c)(3) nonprofit focused on providing education, resources, and community support for women navigating menopause.
Gamma secured and structured the partnership, positioning Viviscal as a supportive solution within the menopause conversation. The integration spanned multiple high-impact channels, including out-of-home media placements, podcast sponsorships, social media content, email newsletters, and a high-profile gala event.
Through these touchpoints, Viviscal was authentically woven into educational content and storytelling that addressed real concerns experienced by women during menopause, including hair thinning and overall wellness. The campaign leveraged trusted experts, community voices, and culturally relevant programming to build credibility and deepen engagement.
In addition to awareness, the program incorporated a retail-driven component that encouraged consumer participation through donations tied to Viviscal purchases. This created a direct connection between product engagement and support for menopause education initiatives, reinforcing the brand’s commitment to purpose-driven marketing.
Outcome
The campaign successfully elevated awareness of Viviscal among its target demographic while positioning the brand within a meaningful and supportive cultural conversation.
The partnership with Let’s Talk About Menopause drove engagement across multiple channels, reaching women through trusted platforms and increasing visibility in both digital and real-world environments. Integrated media placements and content collaborations strengthened brand credibility and resonance.
The retail donation component connected consumer action with social impact, contributing to increased engagement and reinforcing positive brand sentiment. By combining cause marketing, education, and omnichannel media, Gamma Communications delivered a campaign that drove awareness, built trust, and aligned Viviscal with a purpose-driven mission in women’s health.
