Alpecin – Doping for your hair

Alpecin, a german cosmetics producer, had released its hair treatment campaign “Doping for your hair” in the summer of 2006.

Till today there are massive critics from athletes going on, wanting to stop the advertisements. The German cycling federation says it has not anything to do with it and, actually, there wasn’t any criticism until the doping incidents during La Tour de France.

Brandmeyer Markenberatung created the ad, then the founder of Alpecin initiated a survey where people should vote whether or not they find the advertisement misleading: 64% of the voters were positive, only about 20% said they’re having negative feelings.

It is a fact that caffeine improves performance and is detectable in the hair roots, nevertheless it is not on the doping list anymore.

Overreaction?