Beauty & Fashion
Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
My Hair, it has to be my way
Dove is about beauty diversity. Women globally connect this to looks and body shape. We applied the real beauty philosophy to haircare in China. It has never been done before in the Dove world. The results drove the vital e-commerce channel, brand affinity and brand perceptions. Chinese Millennials are raised in an educational climate that views cutting-edge hairstyles as a “negative social influence”. Dove applauded the individuals who broke out of “hair stereotypes”, celebrating them for expressing their individuality in a nation that doesn’t always applaud this trait.
Agency: Ogilvy & Mather Shanghai