29 October 2010

New Dove hair care range: "Got no time for a damage case"*

As brands go, I’m a big fan of Dove. I admire what they set out to achieve in 2004 when they launched the very ambitious Campaign for Real Beauty. Ok, so obviously they wanted to increase sales, but they wanted to do more than that, too: “to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.”

When I first saw it I found the following video particularly impactful; I remember watching it clustered around one computer with my colleagues, truly astounded at the changes that had been wrought on the featured model.




I’m not sure how successful the campaign was for Dove in terms of sales –- I hope it was very -- but they did succeed in sparking debate about real women and real beauty, attracting both positive and negative commentary and attention for the campaign, and the women -- of all shapes, sizes and ages -- who participated in it. They took a risk with it and they did something that was both unusual and worthwhile.

So I wasn’t too surprised when yesterday, right outside National College of Ireland in Dublin’s IFSC, I came across Dove doing something else that was worthwhile and a little unusual.

They had set up a little pop-up hair salon marquee on Mayor Square, and were offering passers-by a free shampoo and blow-dry, while inviting them to make a small donation to Breast Cancer Ireland. It was a fantastic initiative, and it certainly gave a number of my colleagues a lovely little pick-me-up on an otherwise dull and grey Thursday in October.

They products they were using – and handing out for trial -- were from Dove's new Hair Damage Therapy range.

Apparently, more than 6 out of 10 women suffer from damaged hair, with top hair offenders including hair dye, highlights, perms, styling, straighteners and even brushing.

And with my recent highlights, I most certainly fall within that category of 6 out 0f 10 –- my hair is probably the most dry and damaged it’s been in about a decade (since my ill-fated little blonde experiment, but let’s not go there).

The new products are infused with “a special patented Micro Moisture Serum” technology that promises to repair –- and not just mask –- the damage.

Now, I’m pretty cynical about products claiming to penetrate the hair shaft to reconstruct from within, as these do, but the Damage Therapy range also promises to repair the surface of my hair from root to tip, leaving it healthier, shinier and stronger. And I’m very excited about the promise on the Intensive Repair bottle, too: 5 x less split ends!

The products are available in chemists and supermarkets now, and in Boots nationwide from November. And with RRP prices from €3.59 to €3.99, they’re not going to break the bank, either.

I have the Intensive Repair and Colour Radiance varieties to try out, and I’ll let you know how I get on. Anyone else using this range? What do you make of it yourself?

*Post title: Lyric from Metallica, 'Damage Case'

9 comments:

Laina said...

I'd never seen that video before. How scary to think that these are our role models! Thank goodness for the likes of Dove and for Gok Wan and Miss Naked Baeuty going into UK schools and promoting healthy body image. But what about Ireland? More of it, I say! Get Gok over!

Laina said...

*beauty. Eep.

Roxy said...

Will be interested to see how you get on with these. I like Dove as a brand too and I like the real beauty campaign but thinking about it there I realised I don't actually use any of the products since I graduated from the cleansing bar to a more high end cleanser quite a few years ago.

Anonymous said...

such a powerful video - I posted this on my FB recently after reading an article, apparently it helps to buffer the negative effects of viewing images of super-thin models - enough rambling, here's the link :)

http://bps-research-digest.blogspot.com/2010/08/video-protects-girls-from-negative.html

aprodite said...

ho hum - this was nothing but a marketing excercise

Watch Dove Onslaught VS Greenpeace On Slaughter
http://beaut.ie/blog/2008/dove-onslaught-v-greenpeace-onslaughter/

fluff and fripperies said...

Thanks for the comments all.

@Aphrodite, I watched both videos. Thanks for directing me to them. I was unaware of both beforehand. I agree that Onslaught is cheesier than Evolution and that Onslaughter is a really powerful response. It was such a clever, impactful move by Greenpeace to highlight a really important issue.

But I think it's a separate issue to the one which Dove's Campaign For Real Beauty seeks to address. Yes, I agree, it's a marketing exercise, but I don't think all marketing exercises are cynical by their very definition and I think this particular campaign has/had real merit. Like I said in the post, I think it sparked a lot of debate around important issues of self esteem and real beauty and I welcome that outcome. But that's not to say Dove -- or parent company Unilever -- are perfect. And I hope they do make strides to change the way palm oil is harvested. I just clicked through to sign the open letter (which no longer seems to be there) and it seems positive progress has already been made as a result of the Greenpeace campaign, which is great to see.

@Roxy You make an interesting point. Clever and impactful marketing campaigns mean nowt really if people don't use the products, or if the products aren't up to scratch. I'm getting on well with the hair products so far and I'll do a review once I've been using them for a decent length of time.

aprodite said...

gah one day I'll learn how to spell!

Yeah you know I just really hate that clip because it's the one that people use to tell us off that the blog is "silly and shallow" Usually followed by "tsk" or similar.

fluff and fripperies said...

@Aphrodite Oh I know, I know -- I saw some of the nonsense that surrounded your entirely well deserved win at the Blog Awards this year. You guys are the best at what you do, and your content, style and tone is world class. But because you focus on women's interests it's dismissed as...well, as mere fluff and fripperies -- hence the somewhat tongue-in-cheek title of my own blog!

aphrodite said...

aw thanks missus x