Dove Hair: Favourite Things

Kate Smither

Dove, Unilever's global beauty and toiletries brand, had established fame and success with its 'Real beauty' campaign, but this was not being reflected in the haircare category in Latin America.

Dove Hair: Favourite Things

Principal author: Kate Smither, Ogilvy & MatherContributing authors: Warwick Cairns and John Stuart, Ogilvy & Mather

Introduction

This is what Dove did in the haircare category.

It was a category in which all the 'magic' on which Dove had built such fame and achieved such success seemed to be getting the brand precisely nowhere.

It was a category in which all the stories Dove had told through communications to such effect elsewhere seemed to be generating nothing more than a big 'so what?'.

This is what Dove did about it, and 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