(marketingmagazine.com.my)– Dove Hair China recently launched its newest online campaign, ‘My Hair: It Has to Be My Way.’ Featuring a variety of women of differing ages and echoing the brand’s ‘Real Beauty by Real Women’ brand ethos, the campaign aims to encourage women in China reveal their individuality through their choice of hairstyle.
The campaign was created based on the insight that in China unusual hairstyles are discouraged especially with women who often experience strong social pressure to conform to their peers.
Based on this, Ogilvy & Mather Shanghai developed a digital campaign consisting of an online movie, social media assets and follow-up videos from real Chinese women telling their unique hairstyle stories.
“It’s still very common in China for women to be judged based on their hairstyles – a form of social pressure stemming from both within the family and society at large that prevents women from revealing their real beauty,” said Emiko Nagai, Managing Partner responsible for serving Unilever at Ogilvy & Mather Shanghai.
“Though long black straight hair is widely seen as the universal symbol of Asian beauty, more and more Chinese women in recent years are daring to do something a little different. However, when talking to female consumers, we found many are still anxious about getting an unusual hairstyle because of pressures from society and their families,” said Bérengère Loubatier, Brand Director at Dove Hair China.
“As a leading haircare brand, Dove’s mission is to challenge this stereotype and help women in China enjoy the respect and freedom they deserve. Dove is a brand that believes in Real Beauty by Real Women.”
Check out the campaign’s online film below:
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