It is normal to fall out

This campaign uses clever, relatable analogies to challenge the misconception that hair loss is a normal part of life. By starting each message with the phrase "It is normal to fall out", it draws attention to everyday situations where "falling out" is acceptable — like a baby tooth, a button, or in nature — and then contrasts it sharply with hair, where loss should not be ignored. The campaign provokes thought, raises awareness, and encourages early action, positioning hair care as both a necessity and a choice.