Dove Love Your Curls Brand & Campaign

The brief:
Launch a new product line while leaning into Dove’s mission of female empowerment.

The solution:
To launch Dove Hair's first product line formulated specifically for women with curly hair, we created a campaign to connect women in the curly-haired community.

Based on the insight that only 4 out of 10 curly-haired girls think their hair is beautiful, we invited curly-haired women across the internet to share their personal journey to inspire the next generation.

We helped Dove launch curly haired emojis and publish an illustrated children's book featuring unique stories from real women in the curly community.

Beyond the effect on curly haired women and the positive brand lift, the campaign had huge business results, earning Dove Hair significantly more shelf space at top retailers.

Love Your Curls Book for Kindle
Love Your Curls Emoji Keyboard in the app store