Bioscalin

Adv 2025

With a completely new approach, Giuliani’s flagship brand brings back to the forefront its most authentic essence: a science close to people.

No celebrity endorsements, no slow-motion shots of perfect hair following the usual category codes. The new Bioscalin campaign moves beyond tired aesthetic and value-driven clichés, focusing instead on the one truth that defines the brand: the science of hair, dedicated to real people.

For over thirty years, Bioscalin has been driven by the belief that hair loss isn’t just a cosmetic issue, it’s about identity. Our hair shapes our self-confidence, the way we present ourselves to the world, and how we connect with others. Bioscalin’s mission goes beyond preventing hair loss: it’s about restoring confidence, trust, and strength in everyday life - especially when your hair needs it most.

“Over 30 years of history and more than 300 patents - all for the formula of a perfect moment.”

At the heart of this communication is the new descriptor: Hair Science.More than just a tagline, it’s a reaffirmation of the brand’s identity. Bioscalin is a fully Italian pharmaceutical company, with research labs in Italy, products distributed worldwide, and a long-standing heritage of scientific research and innovation. Hair Science highlights this deep expertise and clearly positions the brand, setting it apart from others in the category. The project also introduces a renewed brand promise: the historic “Beautiful, healthy, strong” evolves into “Bioscalin. Your hair, your strength.”A clear message that moves away from the narrative of aesthetic performance to focus instead on people’s real needs.

The concept and promise behind Hair Science are also expressed in the new brand manifesto:

WE BELIEVE IN THE INVISIBLE FORCE THAT MOVES US, IN THE BONDS IT CREATES.

IN THE CHEMISTRY THAT ATTRACTS AND CONNECTS PEOPLE.

WE STUDY THE LANGUAGE OF HAIR, BECAUSE WE KNOW IT BUILDS IDENTITY, CONFIDENCE, AND SELF-EXPRESSION.

THE WAY WE SEE OURSELVES - THE COURAGE TO SHOW OURSELVES TO THE WORLD - COMES FROM OUR INNER BALANCE.
WHEN WE FEEL GOOD, WE OPEN UP TO OTHERS.

WHEN WE FEEL STRONGER, WE’RE READY TO CONNECT.

THIS IS WHY, FOR OVER 30 YEARS, WE’VE DEVELOPED MORE THAN 300 PATENTS - BLENDING RESEARCH, INNOVATION, AND BIOTECHNOLOGY
TO GIVE HAIR WHAT IT NEEDS TO BE HEALTHIER, STRONGER, AND MORE RESILIENT.

WE WORK TO STRENGTHEN WHAT MAKES YOU UNIQUE, BECAUSE YOUR CONFIDENCE STARTS HERE.

WHEN YOUR HAIR IS STRONG, SO ARE YOU.

With this campaign, Bioscalin rediscovers a more genuine tone and narrative style - true to its DNA and capable of reinforcing its bond with consumers.