50 Megumi and Gundam team up to promote men’s hair health

Hair care brand 50 Megumi has launched a bold new campaign in collaboration with Mobile Suit Gundam SEED FREEDOM, reimagining the iconic Japanese anime to empower men to take control of their hair health, with confidence, style, and a touch of mecha-inspired strength.

Running from 1 August, the campaign aims to bring together cutting-edge grooming science and legendary storytelling to connect with a new generation of consumers, by tapping into the cultural relevance and emotional resonance of the Gundam universe.

Strategically planned and executed by digital marketing agency iProspect Hong Kong, 50 Megumi has unveiled a limited-edition collaborative packaging for its men anti-hair loss shampoo and hair growth essence.

Customers who purchase designated products during the campaign period will receive exclusive Mobile Suit Gundam SEED FREEDOM collectables, including metal stickers and a camping mug, designed to boost engagement, inspire sharing, and strengthen fan connection.

To amplify reach and impact, the campaign’s promotion spans digital, outdoor, print, and influencer channels, including YouTube, social platforms, and KOL activations. It aims to target style-conscious and pop culture-savvy men, ensuring widespread visibility and multi-touchpoint engagement.

Meanwhile, 50 Megumi is entering the gaming space for the first time, activating Twitch by Amazon and in-game video placements to engage light to medium users in immersive, high-attention environments.

Polly Ip, business director, iProspect Hong Kong said, "This campaign reflects how we’re evolving our role - moving beyond media to unlock new commercial possibilities through IP collaboration. By tapping into dentsu entertainment’s network, we’re able to deliver more culturally relevant and high-impact brand experiences."

Teresa Wong, general manager of sales and marketing, Mentholatum Hong Kong and Macau, said, “This campaign represents a new chapter for 50 Megumi. By collaborating with the iconic anime Gundam, we’re not only tapping into a beloved cultural symbol, but also crafting meaningful, multi-sensory experiences that resonate with our audience.”

“From interactive OOH to immersive digital and gaming touchpoints, every element is designed to spark excitement, drive trial, and foster deeper brand affinity. It’s a celebration of self-expression, confidence, and the freedom to own your hair journey,” Wong added.

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

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