Dove Hair is going door to door to eliminate bad hair days.
In conjunction with the PRIV app, Dove Hair will offer hair-care products and services right to consumers’ doors in Manhattan and the Los Angeles area from Oct. 15 through Nov. 15.
PRIV is a beauty and wellness on-demand booking app that sends vetted professionals, from personal trainers to spray-tanning experts, to residences. Dove Hair will kick off its services following its fifth annual Dove Self-Esteem Weekend, which starts on Friday and aims to inspire women and girls to develop a positive relationship with beauty.
“Dove Hair actually conducted a survey that shows nearly 85 percent of women agree that everyday events, as simple as going out for dinner, are better when they are having a great hair day,” said Rob Candelino, Unilever vice president and general manager of marketing. “Knowing that and knowing how increasingly plugged in and hypertasking women’s lives are, we want to show up when and where she needs us.”
Sarni Rogers, PRIV director of marketing for the West Coast, added, “Dove Hair is a natural fit for us because [the brand is] all about convenient, cost-effective and accessible beauty with an emphasis on wellness, just like we are. Our professionals love using their products, which makes the partnership make sense on both a professional and client basis.”
The offer from Dove Hair includes an in-app look book featuring hair styles from Dove celebrity stylist Mark Townsend, Dove Hair products that were used during the PRIV hair appointment and a limited-edition Dove Advanced Hair Series Pure Care Dry Oil product gift set. “Real women are at the heart of the Dove Hair brand, and we strive to make the world of beauty feel very personal and adaptive to her routine,” said Candelino. “Our goal with PRIV is to make beauty accessible and encourage self-confidence among women.”
Next up for PRIV will be a Halloween makeup package that includes special effects and airbrush makeup. With Los Angeles recently launched, Rogers said London will go live next month.