Dove is transforming its hair care range, with breakthrough patented hair repair technology, high-end packaging and social-first marketing. Find out how the Dove Damage Therapy range is reshaping the brand’s hair portfolio.
- Dove’s Damage Therapy range contains exclusive Bio-Protein Care technology, a patented Unilever discovery which helps to refill what’s lost due to damage, for hair reborn 10x stronger
- The range features premium packaging, designed to stand out on-shelf and drive purchase intent over high-end competitor brands
- A social-first marketing campaign taps into the trend for sharing stories of resilience, reaching millions of users online
Premiumising our core Hair and Skin Care portfolios is a key priority for Unilever’s Beauty & Wellbeing business, and Dove Damage Therapy exemplifies that ambition.
By elevating Dove’s hair range from a daily care essential to an authority in damage repair, the brand is acting on soaring demand for premium hair care to win new consumers in the US, its biggest market.
A global first in hair care science
Developed over ten years by R&D experts and scientists at the Materials Innovation Factory, where we create Unilever’s cutting-edge beauty products, Dove’s proprietary technology sits at the core of the Damage Therapy range.
Hair is 90% protein, but daily damage like heat styling and colouring can strip this protein away, weakening hair. Dove’s Bio-Protein Care technology – exclusive to the Damage Therapy line – refills what’s lost to damage, nourishing strands with millions of hair-strengthening amino acids with every wash.
Ingredients such as ceramides and glycerin also work in harmony with hair to target signs of damage.
Trials show that using the brand’s three-step system, Dove’s Intensive Repair Shampoo, Conditioner and Serum Mask, can reinforce the hair’s internal structure and revive damaged hair to make it 10x stronger after use.[a]
Science, design and desirability
“We’re elevating the functionality, aesthetics and desirability of Dove hair care,” explains Dinara Bekmansurova, Dove Hair Global Director.
“This transformation of Dove’s hair care range represents an enhanced beauty experience with groundbreaking results that women consistently achieve. Advances in proteomics (the study of proteins) and the latest tech in analytics facilitated the development of hair repair technology that is truly ahead of its time,” she adds.
Every element of the range has a premium edge, from the superior science behind the Damage Therapy formula through to its gold-trimmed pumps and jars, created to stand out on shelves and inspire purchase intent over premium brands.
Social-first marketing
To help Dove Intensive Repair reach its target audience, Dove is partnering with influencers and content creators to land a social-first campaign rooted in cultural insights. It taps into the social trend of sharing personal stories of resilience – a movement that has gained over 100 million impressions on TikTok.
The message behind ‘You and your hair, reborn stronger’ is that no matter what challenges you face in life, you have the power to emerge stronger. Not only to bounce back, but also to bounce forward.
The campaign celebrates the strength and resilience of women in overcoming life’s challenges. And the Japanese art form, Kintsugi, is a theme throughout the brand’s communications. In Kintsugi, fragile, broken items are repaired using molten gold and the imperfect beauty of the stronger, mended item is celebrated.
Due to breakage, vs non-conditioning shampoo.
