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'
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