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Challenge
Women trusted Dove in skincare, but not when it came to hair (as the post launch sales trends showed). The brand needed to demonstrate to women that it had the credentials to deliver the goods, in a different - and for the brand, new - category.
Driving Insight
The brand needed to form an emotional bond with women, one which would come from showing that it understood women and their relationship with hair, not through a rational, functionally oriented proposition. Dove challenging conventions in the category, and encouraged women to embrace their own beauty instead of chasing after an ideal that they'd been encouraged to pursue for so long.
Result
The symbol of a wig represented constraint, and its passionate rejection helped women to connect with a powerful, personal idea about their own beauty. Women realized that Dove understood the hair category - better than other brands. As a core part of the US Campaign for Real Beauty initiative, it galvanized emotional affinity among women, with resulting sales reversed the brand's flagging fortunes in the hair care category.
