50Megumi Men taps Nick Cheung for hair care push

Mentholatum's men's hair care line 50Megumi Men (50惠) has tapped Hong Kong actor Nick Cheung for its latest campaign, which aims to rebuild its hero Essence product as indispensable in men's daily routines.

The campaign stems from 50Megumi Men's insight that, as a key player in the men's anti-hair loss market, intensifying competition and aggressive new entrants have made the category conversation increasingly shampoo-led. As a result, Essence, the brand's hero product, has lost its essential role in men's daily routines.

The task, therefore, is to rebuild Essence as indispensable and, with it, restore 50 Megumi Men's authority in the category. The campaign highlights the message that real hair treatment must go all the way, reaching deep into the hair follicle stem cells where growth actually begins. That truth became the creative centre of the campaign: "Go all out."

Also known as "Go all out, from root to result” (爆盡髮量), the campaign centres on the upgraded Essence, powered by one billion nano-grade exosomes inspired by Nobel Prize-recognised biotechnology.

Embodying that spirit, the campaign enlisted local actor Nick Cheung, known for going all out in every role. His conviction gave science authority, while his attitude gave the campaign its soul, according to 50Megumi Men.

The ad opens cinematically with Cheung in a dark suit under dramatic low-key lighting, his intense presence conveying the message “Going all out is Cheung's life attitude, and that includes his hair - keeping it means going all out for it." (凡事去到盡係張家輝嘅態度，包括頭髮，保住佢，就要去到最盡！). Visuals shift to macro-style shots of the scalp and hair follicles with futuristic graphics illustrating the nano-exosome technology, intercut with Cheung's close-ups to reinforce the link between his "go all out" attitude and the product's deep-action claim.

The campaign is running across TVC, MTR out-oh-home ads (OOH), digital, social and POSM - reframing Essence from an easy-to-skip extra step into a non-negotiable part of men's daily hair-care routine, with character-led social content bringing Cheung's "Go all out" personality to life beyond the screen.

MARKETING-INTERACTIVE has reached out to 50Megumi Men for more information. 

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