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WWD Beauty Inc Awards: Dove x Dunkin Wins Collab of the Year Award

Coffee and dry shampoo proved to be a popular combination.

When Dove decided to go the collab route, it didn’t tap any old influencer. Instead, the Unilever-owned hair, skin and body brand teamed with Dunkin’—the recently renamed coffee and doughnut chain—for a Manhattan pop-up designed to play on the Millennial aphorism, “running on coffee and dry shampoo.” “It’s a huge trend. It’s part of the popular culture,” said Unilever’s Piyush Jain. “Millennials talk about dry shampoo, in particular, as a secret life hack to get ready on busy mornings.” The Dove x Dunkin’ Styling Café offered commuters, tourists and random passersby free styling appointments and a cup of joe. There were merch giveaways (tote bags and travel cups), plus a sweepstakes. Call it a new way to give a caffeine buzz.