Evaluating the Hair Unfairness Narrative
to build Dove’s Purposeful Communication
CONSUMER RESEARCH
CONCEPT AND COMMUNICATION TESTING
With Damage & Repair as its core offering, Dove’s equity rested in its ability to provide superior care. However, this functional promise was being eroded by competition who were also playing on a similar ground. Hair has been a category where purpose-driven communication has remained unoriginal and has focused on the old narratives of inclusivity and exploring diversity. Through this study, Dove wanted to evolve their expression of the brand’s purpose and swiftly take the movement forward through communication.
Unlocking the emotion around hair unfairness
Through this study, we aimed to unlock the deep-seated emotions, personal stories, and incidents surrounding hair unfairness. We explored how women have felt marginalized by societal hair standards, the impact these experiences have had on their confidence and self-perception, and how they’ve emotionally responded to such unfairness. Additionally, we sought to understand what would compel them to resonate with Dove as a brand that not only acknowledges their experiences but also offers a solution through its damage repair proposition. By implicitly linking hair unfairness with damage repair, Dove aims to create a deeper emotional connection with consumers and redefine how they see their hair care journey.
Our Methodology
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Analyzing cultural narratives around hair and beauty to identify broader societal attitudes toward hair fairness.
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Deep-diving into personal experiences and emotional stories from consumers regarding their hair and perceptions of unfairness.
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Unearthing real-life incidents where women felt marginalized due to hair-related standards and linking it to broader social discussions.
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Testing the effectiveness of communication ideas and concepts to see if they resonate with consumers and align with Dove's brand purpose.
Women, often unknowingly, carry the weight of impressing others and fitting the standards of ideal hair length. They rarely get the opportunity to realise or confront the expectations levied upon them
The Consumer Insight
Consumers often criticize their own hair because they feel unable to achieve the ideal standard. While they admire and accept others who experiment with bold styles, they refrain from trying it themselves, preferring to stick to traditional ideals. This reflects a gap between external admiration and personal confidence in stepping outside societal norms.
The Strategic Solve
To strengthen Dove's positioning around changing hair beauty ideals and addressing hair unfairness, the brand must bridge the gap between emotional storytelling and product functionality. While the purpose-driven narrative on hair equality resonates with women, it is crucial to demonstrate how Dove's products tangibly boost confidence through effective performance. By clearly communicating the functional benefits, such as repair and care, the brand can complement its emotional promise with a strong functional message. This dual approach will ensure that consumers not only connect with the purpose but also trust the product to deliver real results.