Gundam and iProspect join the fight against hair loss via new campaign for 50 Megumi
50 Megumi, Hong Kong’s No.1 anti-hair loss brand, has launched a new campaign in collaboration with Mobile Suit Gundam SEED FREEDOM, reimagining the iconic Japanese anime to empower men to take control of their hair health, with confidence, style, and a touch of mecha-inspired strength.
The campaign is strategically planned and executed by iProspect Hong Kong, bringing together cutting-edge grooming science and legendary storytelling to connect with a new generation of consumers.
In a highly competitive men’s haircare market, 50 Megumi, with strategic media support and IP collaboration led by iProspect Hong Kong, is breaking through the noise by tapping into the cultural relevance and emotional resonance of the Gundam universe. The campaign introduces limited-edition collaborative packaging for its men anti-hair loss shampoo and hair growth essence. Customers who purchase designated products during the campaign period will receive exclusive Mobile Suit Gundam SEED FREEDOM collectibles, including metal stickers and a camping mug, designed to boost engagement, inspire sharing, and strengthen fan connection.
To amplify reach and impact, the campaign spans a robust digital media mix—YouTube, social platforms, and KOL activations—targeting style-conscious and pop culture-savvy men. For the first time, 50 Megumi is also entering the gaming space, activating Twitchby Amazon and in-game video placements to engage light to medium users in immersive, high-attention environments.
Polly Ip, Business Director, iProspect Hong Kong, said: “This campaign reflects how we’re evolving our role—moving beyond media to unlock new commercial possibilities through IP collaboration. By tapping into dentsu entertainment’s network, we’re able to deliver more culturally relevant and high-impact brand experiences.”
Teresa Wong, General Manager of Sales & Marketing, Mentholatum Hong Kong and Macau, added: “This campaign represents a new chapter for 50 Megumi. By collaborating with the iconic anime Gundam, we’re not only tapping into a beloved cultural symbol, but also crafting meaningful, multi-sensory experiences that resonate with our audience. From interactive OOH to immersive digital and gaming touchpoints, every element is designed to spark excitement, drive trial, and foster deeper brand affinity. It’s a celebration of self-expression, confidence, and the freedom to own your hair journey.”
Running from August 1, the campaign spans digital, outdoor, print, and influencer channels, ensuring widespread visibility and multi-touchpoint engagement.
Source: NielsenIQ MarketTrack – Leave-in segment of Hair Treatment category, January 2025.
Credits
iProspect Hong Kong
Business Director: Polly Ip
Digital Performance Manager: Vanessa Ng
Digital Performance Executive: Ringo Wong
Digital Performance Specialist: Bobo Ho
Associate Programmatic Manager: Jessica So
Programmatic Trader, Leo Yan
Mentholatum (Asia Pacific) Ltd
Marketing Director: Phoenix Cheng
Senior Product Manager: Jenny Wong
Assistant Product Manager: Rachel Cheung
Digital Manager: Den Tsui
Art Director: Scottie Hung
