Dove Hair: Favourite Things

Principal author: Kate Smither, Ogilvy & Mather
Contributing 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 happened as a result.

Background - the spectacular rise of Real Beauty

Dove was a global megabrand.

It had achieved this by being counterintuitive and by challenging industry conventions.

Back in 1957 when cleansing was all about soap getting the dirt out, the Dove bar burst onto the market with a story about what it put back in with its 1/4 moisturising cream.