Dove Takes on Hair Shaming in New Film Backing Diversity
Brand Finds 86% of Women Feel Pressure Over Hair Styles
Apr 21, 2016
Dove is taking a stand against hair shaming in a new video that aims to combat societal pressure over hairstyles -- and also happens to mesh with its market position as a brand with products for just about any hair type.
The new "Love Your Hair" video from Havas Helia -- digital agency on Dove since 2013 but getting its highest profile project yet on the long-running Campaign for Real Beauty -- shows one woman of color who likes to straighten her hair but feels social pressure not to, and another who's heard her big curly hair "isn't professional." An Asian woman talks about social pressure against wearing her hair blonde, and a financial analyst makes the same point about wearing her hair blue. A woman driving a pickup truck defies pressure to color her grey hair.
"We were somewhat heartbroken when we heard that 86% of women feel pressured to wear their hair in a certain way," said Rob Candelino, VP of Unilever's U.S. haircare business. "Think about how much of an impact that has on a woman and her self esteem when she can't even feel confident enough to wear her hair the way she wants."
Dove aims to support women wearing their hair any way they want, he said, noting "because we have the products for all hair types, it's an appropriate message at the brand level."
Read the full story on Dove's haircare efforts on Adage.com.