Wellness-obsessed consumers are becoming increasingly attuned to the negative effects of environmental stressors and heat damage on hair — and Dove has taken note.
The Unilever-owned brand has implemented a marketing overhaul for its Intensive Repair shampoo and conditioner, focusing on the science behind the products, which Dove says are formulated to prevent 90 percent of hair damage.
While the repackaged products began rolling out on shelves early this year, Dove kicked off its influencer campaign this month, enlisting Sydne Summer of Sydne Style, Jeannette Kaplun of Hispana Global and Cindy Oriega of Cindy Limon to blast the new science-focused campaign called #WashRepairRepeat to their followers.
Though nothing has changed in the existing formulation, Dove is looking to reintroduce the science behind the line at a time when consumers are eager to know what goes into their beauty products.
“We are…showing our consumers how Dove not only nourishes your hair, but protects it against heat, styling and everyday damage,” said Piyush Jain, vice president of hair care at Unilever in the U.S. “Many consumers aren’t aware of the science and innovation that goes into Dove’s hair-care line, but it was created utilizing research compiled over 60 years…[it has] a unique nutrient