Dove is back and tackling women’s sensitive issues. This time, the focus shifts to hair and the one-in-three women in the U.S. who have wavy to curly hair in a world where straight, sleek tresses are often portrayed as the standard of beauty.
On Tuesday, Unilever kicked off Dove Hair: Love Your Curls, a campaign and film following past initiatives such as Real Beauty Sketches. To better understand how curly-haired women and girls feel about their hair, Dove commissioned a global study and found that only 10 percent of women in the U.S. with curly hair feel proud of their hair. Curly hair can be especially damaging to the younger set, with Dove finding that only four in 10 young girls regard curly hair as beautiful.
“At Dove, we recognize that there is a very complex relationship between a woman and her hair,” stated Rob Candelino, vice president of marketing at Unilever North America. “Our Love Your Curls campaign is intended to inspire millions of women to feel confident about embracing their natural curls. If women show the world just how much they love their hair, they will positively impact the next generation to do the same.”
Dove’s latest campaign dovetails with retailer efforts to extend the hair care selection to include more products for textured hair. To that end, Dove is launching its new range of nourishing products for curly hair called Dove Quench Absolute.