Dove is continuing its #LoveYourHair campaign with help from Condé Nast and Grace Coddington.
The Unilever-owned Dove has partnered with the publishing giant on editorial spreads in the July issues of Allure, Vogue and Glamour. Coddington acted as a creative consultant on the four-page spreads, which feature three women flaunting their natural hair textures and unique styles. Patrick Demarchelier shot the campaign. Condé Nast’s branded content division, 23 Stories, worked on the editorial component.
“It’s an interesting juxtaposition…to get Condé as a partner to advocate for a broader, more affirmative depiction of hair and [to] encourage women to love their own hair is a powerful message,” said Rob Candelino, vice president of marketing for Unilever in the U.S.
The Dove #LoveYourHair campaign is backed by a Dove Hair study that found 86 percent of U.S. women believe that media and society place pressure on women to have hair that looks a certain way.
A digital extension of the campaign will be available on allure.com, glamour.com, vogue.com and teenvogue.com. The online version will delve deeper into the personal stories of the three women chosen for the campaign.
Candelino noted that there is no end date in sight for the #LoveYourHair campaign, and that it supports Unilever’s mission to foster socially conscious brands.
“We’re not interested in having simply a transactional relationship with our customers,” Candelino said. “Unilever is a company with a very strong purpose [and] brands with purpose grow two times to market on average.”