The brief was to develop a new UK site for Regaine, for men and women, to update the look and feel, tone of voice and to optimise the online experience. The target is Regaine users and those experiencing hair loss or thinning. The site needed to be more than a product sell and to become a resource centre where people can find unbiased information and support – as well as products to help them. This is a sensitive and taboo subject and the site needed to be sympathetic to this. The tone is more friendly, personal and sympathetic. The site is lifted visually by lifestyle images and colour. And the new, clear navigation makes content accessible; encouraging repeat visits and recommendations.