Nioxin has enlisted television personality Mario Lopez as brand ambassador.

Lopez will help to dispel the myths surrounding the issue and encourage consumers to talk to their stylist and seek customizable solutions tailored just for them.

Throughout the year-long partnership, Lopez’s mission will be to educate and provide solutions for men on this widespread concern.

According to a new survey commissioned by Nioxin, by Wakefield Research, 77% of American men ages 18 and over would be willing to sacrifice something for an entire year in return for thicker, fuller hair, whether it’s avoiding alcohol or watching their favorite sport.

However, 59% of men surveyed are unaware of any effective solutions. 14% of men falsely believe that scalp health is unrelated to thinning and an overwhelming 75% are unaware that hair breakage leads to thinning.

Lopez commented:

“Thinning hair runs in my family, so it’s always been a concern of mine…A stylist I recently worked with recommended Nioxin’s daily three-part system for preventative care. Since I started the routine, my hair and scalp have never looked or felt healthier.”

Reuben Carranza, North America leader, Wella, the Salon Division of P&G, added:

“Mario and Nioxin complement each other perfectly…He embodies the NIOXIN consumer; someone who is educated on the issue and takes necessary steps to combat thinning. Because of the wide variety of concerns surrounding the topic, with Mario as the face of the brand we can help change perceptions, educate and empower the public to start having healthy conversations with their stylists.”