Dove Hair: Colour you can feel

Kate Smither

This case study describes a hair colouring product relaunch by Dove, the personal care brand owned by Unilever, which took an emotional approach.

Dove Hair: Colour you can feel

Kate SmitherOgilvy & Mather

Summary:

When you are planning within an existing and well loved strategy the challenges for any planner are very different to starting from a blank page. When working on Dove the challenge is to ensure that everything stays true to the much adored conviction of always presenting real beauty by real women. For a planner, the opportunities of Dove are endless but sometimes a project comes along that is a particularly difficult to resolve. In this case the project was the relaunch of a product for coloured hair. What...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands