Dove teams with Progressive to 'insure' your hair disasters

Promotion offers gift card towards a salon visit in case things go wrong at home

Published On
Apr 19, 2022
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As anyone who watched series two of "Fleabag" knows, "hair is everything."

With #HairFails trending on TikTok (the hashtag is nearing one billion views), Dove is teaming up with Progressive Insurance to "insure" against hair disasters. The two brands now have a promotion offering women in the U.S. the chance to win a gift card that goes towards correcting any home hair mishaps. 

So-called "Hair Assurance" can be won in a sweepstakes, running from today until April 26, following the purchase of any two Dove Hair Therapy products from Target, Walmart or Kroger. Dove will select 2,000 winners who can redeem $100 via a digital gift card. While it isn't exactly an insurance product as such, the idea is that they can put it towards a salon visit to sort out any home hair disasters, therefore making them more likely to be braver with their home styling.

“In addition to the incredible protection against daily styling damage offered through Dove Hair Therapy products, we are excited to be collaborating with Progressive to offer women the chance to win Hair Assurance," said Brian Critz, senior marketing director, hair care, at Unilever, in a statement. "Through this partnership, we at Dove hope to empower women to ask more of their hair—without the fear of damage. As a leading insurance provider, a partnership with Progressive made sense because they value exceptional care and protection as much as we do at Dove,”

"When Dove came to us with a promotion that was all about protection, we were all in,” added Remi Kent, Progressive chief marketing officer. “We love Dove’s support of women, real beauty, and their wholehearted belief that differences should be celebrated. Our core values are aligned which made it a natural fit.”