New Dove
DOVE HAIR

Dove launched its new line for hair, called Reconstrução + Aminoácidos, by turning a barrier into an invitation: many people knew Dove for skin, but had never tried Dove for hair.

So we invited real people to try the product for the first time, capturing genuine reactions in a launch film that introduced the new line and repositioned Dove as a haircare brand.

The campaign expanded into a search for the new face of Dove Hair, with consumers sharing their own reviews, plus OOH and pharmacy media that brought the message closer to the moment of purchase.

Dove didn’t just launch a product. It invited people to discover a whole new side of the brand.