Nanogen, billed in the press as ‘hair in a can’, is a hair thickener that coats remaining hairs with microscopic colour-matched keratin fibres and volumises hair is the same way that mascara thickens eyelashes.
The products, which are stocked in Boots, aims to give consumers hair-loss treatments without the salon price tag.
Lucre won the account after a four-way pitch and has been briefed to carry out a targeted programme of consumer media relations activity for the brand.
The agency is tasked with helping to increase product sales and elevating brand awareness among men and women suffering with thin or thinning hair.
Lucre director Sally Hetherington will lead the account and report to Nanogen brand manager Toby Cobbledick.
Cobbledick said: ‘We’re scientists delivering products that work in very competitive marketplace and we need an agency with the industry experience to help us promote them.’