Dove Hair: 'Love your curls'

This case study describes how Dove Hair created the #Love Your Curls campaign to inspire American women to feel more positive about curly hair and generate buzz around the Dove Hair business.

Dove Hair: 'Love your curls'

Summary

In the US, only 4 out of 10 little girls with curly hair think their hair is beautiful - this was shocking to Dove Hair. Also surprising was that out of the 1 in 3 women in the US who have wavy, curly or coily hair - just 10% feel proud of their curly hair.

However, there was a silver lining; young girls are significantly more likely to love their curls if curly-haired women in their lives love their own hair. So Dove Hair made it their mission to reach and connect with these...

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