Curly Girls for the Win

Okay, so I must say when I was first introduced to the Dove “Love Your Curls” campaign, I was instantly bombarded by preteen flashbacks. The memory lane consisted of images of my middle school self desparately  trying to tame my own Simba-like mane and probably putting a little too much hair gel in the process. Anyways, this campaign stuck out to me for two main reasons. One being that it wasn’t just a campaign used to solely promote their new hair products, but promoting a form of self-acceptance instead. I was moved by the way Dove had brought in those group of little girls and showed them to “love” their curls by example. I saw it as a bold tribute. Directed towards all the girls that had begged for perms or struggled to accept their wild waves and more. Straight hair seemed to be the dominant beauty standard virtually everywhere. That  insecurity, for a lot of girls, can be easily overlooked on by the masses.

Second,  I found out about it because Dove had just launched a new form of emojis and it was trending on twitter. I was impressed by how well their campaign strategy through social media was gaining attention. Instead of straight hair emojis that we were used to seeing on the daily, they had created all new curly haired emojis! Now don’t get me wrong, I never really had an issue with the “normal” emojis but I was happy to see that women and girls like me were finally shown a little more representation.curly-hair-emojis-tease-151104_f9423b31a3098f6abd08a014bfe82d42[Dove emoji image source]

 “In today’s increasingly social and digital world, we’re proud to finally offer curly girls emojis to express themselves and help them see accurate reflections of their hair  and most importantly, continue encouraging all women to #LoveYourCurls!”

-Rob Candelino vice president of Haircare at Unilever, Doves parent company. [Source]

Twitter was going crazy over them and with the hashtag #loveyourcurls they shared their own experience growing up with their hair. From what I saw a lot of them talked about how they eventually grew to love and appreciate their curls and how much they loved the new emojis. The Huffington Post, shared some of its positive thoughts on the new emojis as well.  However, Dove didn’t just stop there. On top of the new emojis, inspiring videos, and an ebook were made that also celebrated curly girls everywhere. By reinforcing the campaign through a variety of outlets it really made consumers connect to not just a product but the company’s overall message behind it. cover[ebook cover]

The love your curls campaign is just part of Dove’s overall “mission” to empower and motivate women to love and cherish every aspect of themselves. Whether it be their hair, their skin, or their body. Dove’s campaign is making people everywhere speak to one another about self-love and confidence. Not only are they furthering their brand image but they are putting important influential messages behind it. Now that’s a campaign and a company I’ll proudly share through social media!

– Camille Santillan

[headline image source]
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