I miss her: the campaign that breaks the taboo around hair loss

What is the “I miss her” campaign?

I miss her is an awareness campaign by 3CO that discusses hereditary hair loss. The campaign consists of a video clip, personal stories and educational content.

The video was launched on Valentine's Day, a day that normally revolves around love for someone else. With I miss her let's see another form of loss: the loss of your hair. Watch here the video clip.

With humor and familiar situations, we open the conversation about a topic that is still surrounded by shame and silence.

Why this campaign is necessary

Hereditary hair loss is quite normal and is more common than many people think. Around 20% of men experience it in their twenties, 30% in their thirties, and this percentage increases with age to as much as 80% by age 80. Yet for many people, it feels like something personal and lonely, precisely because so little talk about it openly.

Many people recognize feelings of uncertainty but believe they are the only ones. By discussing the subject, we want to break that feeling.

Why we use humor

Hair loss can be emotionally difficult, especially at a young age. Humour helps to make the subject more accessible and to reduce tension.

Recognizable moments, such as checking your hair in every mirror or stress in the rain and wind, become a little lighter when you can share them.

Talking, and sometimes laughing, helps reduce shame and create connection.

The personal story behind 3CO

The campaign was born from our own experiences with hair loss. When we had to deal with it ourselves, we noticed how little it was talked about and how difficult it was to find reliable information and guidance.

In the end, what helped the most was openness. Talking to others who experienced the same thing brought recognition and relief.

We also want to give that feeling to others.

Our most important message

With this campaign, we want to show that every hair loss experience is different and that every reaction to it is okay.

• Hair loss is normal
• There is nothing wrong with going bald
• There's no need to be ashamed of it
• And it's also okay if you want to do something about it.

The most important thing is that people feel supported in their own choices.

From Adonis2 to 3CO

The campaign coincides with our rebranding from Adonis2 to 3CO.

Where Adonis2 still referred to an ideal image, 3CO stands for a broader and more inclusive mission. The name refers to Tricho, the Greek word for her.

With 3CO, we not only want to give people access to medical hair care, but also to break the taboo through honest information and open conversations.

What we want to achieve

The campaign I miss her is there to open the conversation.

Not to convince people of a certain choice, but to show that they are not alone. For some, that means acceptance. For others, it means seeking treatment.

Through openness and recognition, we want to normalize hair loss and make it easier to talk about it.

You are not alone

If you experience hair loss, it's important to know that this is quite normal. Many people go through the same thing, even though it sometimes doesn't seem like it.

By making the topic negotiable, we want to contribute to more understanding, less shame and more support.

That's true I miss her stands for.

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