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The new marketing strategy by Rogaine is aiming to reposition the hair loss remedy as an everyday bathroom essential such as toothpaste, says the New York Times.

After a breakout year in 2007 on higher sales of a new mousse-like version meant to be used twice a day, the campaign, whose tag line is “Use it or lose it”, attempts to encourage younger men to start using Rogaine before hair loss occurs.

“Your daily grooming routine probably already includes brushing, shaving, maybe more,” says Rogaine’s web site. “Take a look at what adding just a few minutes more with Men’s Rogaine Foam can do.”

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