Dove is taking a bold step forward by revolutionizing its haircare portfolio with breakthrough patented technology, elegant packaging, and a social-first marketing strategy. This effort reflects Unilever Beauty & Health’s ambition to premiumize its core hair and skincare ranges, responding to growing consumer demand for high-performance, luxurious products.
Dove Damage Repair is designed to elevate haircare from a basic daily routine to a definitive solution for damaged hair. The brand aims to capture new customers, particularly in its largest market, the US, by offering advanced science coupled with desirability and style.
A Global First in Haircare Science
The star of the Damage Repair range is Dove’s proprietary Bio-Protein Treatment Technology, developed over a decade by experts at Unilever’s Materials Innovation Factory. Hair is made of approximately 90% protein, but common styling practices—heat, coloring, chemical treatments—damage and deplete these proteins, leading to brittle hair.
Dove’s Bio-Protein Technology replenishes damaged hair by infusing it with millions of hair-strengthening amino acids during each wash. Alongside key ingredients like ceramides and glycerin, this technology works deeply to repair and nourish hair, visibly reducing signs of damage.
Clinical trials demonstrate that Dove’s three-step system—Intense Repair Shampoo, Conditioner, and Serum Mask—strengthens hair’s inner structure and restores its integrity, making hair up to 10 times stronger after use.
Science Meets Luxury in Design
Dinara Bekmansurova, Global Director of Dove Hair Care, emphasizes that the new range elevates not just function but also beauty and desirability. “Advances in proteomics and analytical techniques have enabled us to create haircare truly ahead of its time,” she says.
The packaging reflects this premium positioning, featuring gold-rimmed pumps and jars that stand out on shelves, offering a tactile and visual luxury experience that rivals high-end brands. This design approach aims to inspire purchase consideration and transform consumer perception of Dove as a cutting-edge, upscale haircare brand.
A Social-First Marketing Campaign Rooted in Resilience
To reach and engage consumers, Dove has launched a social-first campaign targeting cultural trends. Working with influencers and content creators, the campaign embraces the theme of personal resilience, using the tagline: “You and Your Hair, Reborn Stronger.”
The campaign resonates by celebrating the strength women show in overcoming life’s challenges, reinforcing that you don’t just bounce back—you grow stronger. This empowering message has garnered over 100 million views on TikTok, proving its widespread appeal.
The Art of Kintsugi: Beauty in Imperfection
A powerful metaphor running through Dove’s communications is the Japanese art of Kintsugi, which involves repairing broken pottery with molten gold. Instead of hiding damage, Kintsugi highlights it, celebrating imperfection and making the object more beautiful and resilient after repair.
Dove draws inspiration from this philosophy, paralleling it with damaged hair that can be repaired and strengthened, becoming more vibrant and resilient. This artful concept enriches the campaign’s storytelling and emotional connection with consumers.
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