Edelman, the world’s largest independent public relations firm, has been selected to help launch a new hair-care product aimed at the "no-frills bald guy on the go.”

From the product announcement, “The first of its kind, Rogaine® Foam provides a new, improved formula that delivers the same active ingredient but without the mess or fuss. The unique, lightweight formulation dries quickly, applies easily and is simple to incorporate into an everyday grooming routine.”

According to Dr. Jeffrey Miller, associate professor and vice chair, department of dermatology at The Milton S. Hershey Medical Center of the Pennsylvania State University College of Medicine, “Some fifty million men in the United States experience male pattern baldness, but many avoid treating the condition because the current options are often too time consuming.”

Tarun Malkani, Rogaine’s brand manager said, “Men want to do something about re-growing their hair, but not if it means adding time to their grooming regimen. Applying the no-drip foam is fast, easy and effective – a perfect fit for their 'on-the-go' lifestyle.”

The foam allows men to directly rub the hair treatment into the scalp, eliminating the need for the applicator that comes with the traditional liquid Rogaine.

A video on the Rogaine website features a "regular guy" who only has so much time to spend in the bathroom rubbing.