Unilever Canada has launched a campaign for its Dove hair care products that asks women to submit photos of themselves for inclusion in a new magazine to be published by the company.
A television spot that began airing earlier this month shows a series of women taking photos of themselves and uploading the pictures onto computers. At the end of the spot, viewers are told to visit dovehair.ca.
The website features a mock cover of a magazine called Shine. The site instructs women to submit photos for possible inclusion in the magazine, which will launch later this year.
“What we’re doing is asking women to tell us how their hair expresses their unique beauty,” says Sandra Davies, marketing director, Dove hair care group. “Because you can control your hairstyle—cut it, curl it, straighten it, style it—it’s really the ultimate self-expression of beauty.”
Unilever also launched a new international campaign this week for its Pro Age skin and hair care product line, but the Shine initiative is a made-in-Canada campaign, with the television spot created by Toronto’s Ogilvy and Mather, with Capital C handling the online portion of the campaign. PHD Canada did the media buy.
Davies says the magazine—which Dove calls its “first real hair magazine
“We’re giving women more opportunities to connect with the brand,” says Davies. “It’s just another vehicle for women to showcase themselves. It’s a very natural extension of what we’ve been doing.”
The website and magazine will also feature information about Dove hair care products.
Consumers interested in having their picture appear in Shine magazine have until March 2 to upload their photos to the Dove Hair website.
