The hair-care product is available in three formulas targeting men aged between 20-35.

The Bt250-million marketing campaign for the product will be the largest for the company's hair care and cleansing business this year.

Advertisements will be placed through various media, including a Bluetooth-enabled billboard at Siam Square that lets Clinic Clear fans download content including sports and entertainment features for free from next Monday to May 15. Thousands of samples will be handed out from April 15-30.

The company's consumer research found that about eight million men wanted shampoos that were specifically geared for them.

The Clinic Clear Technology Centre's studies have shown many physiological differences between men and women. Men perspire twice as much as women and this leads to oilier scalps.

Men are also more likely to suffer dandruff and hair loss than women.

The men's care segment has been showing substantial growth, faster than the total hair-care market, during the past five years, Wannipa said.

The company hopes the new brand will increase Clinic's share of the Bt2.3-billion anti-dandruff shampoo market from 18 per cent now to 20 per cent by year-end.

The shampoo market, including anti-dandruff shampoo, will see growth of 2 per cent to Bt6.8 billion this year, she added.

Nitida Asawanipont

The Nation