Dove: My Hair, My Say

Toni Tiu, Jessa Bartolabac, Maan Bernardino-Dominguez, Mai Manzano

In the Philippines, hair brand Dove challenged traditional ideals of beauty in order to kickstart stagnant growth.

Campaign details

Brand: DoveBrand owner: Unilever Philippines, Inc.Lead agency: Ogilvy & Mather PhilippinesContributing agencies: Bridges, Mindshare, 1DMGMarket: PhilippinesIndustries: Hair careMedia channels: Online video, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

Every day, TV ads, billboards and online content from hair brands glorify women with long, straight black hair, reinforcing it as the dominant beauty standard. Meanwhile, society continues to attach negative biases to any other hair style (e.g. short hair is masculine; curly hair...

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