New Research Shows Women Can Lead By Example and Inspire Young Girls to Love Their Curls.
PR Newswire, January 20, 2015.
One in three women in the US have wavy to curly hair1; however ‘straight, sleek’ hair is often portrayed as the traditional standard of beauty. This impacts the lives of millions of women with curly hair and can leave them feeling less confident at all stages of their lives, particularly as young girls. To better understand how curly haired women and girls feel about their hair, Dove Hair commissioned a global study and found that only 10% of women in the US with curly hair feel proud of their hair2, and sadly, only four in ten little girls with curly hair think their hair is beautiful2.
Launching today is the new Dove Hair: Love Your Curls campaign and film, which encourages women to celebrate, love and take pride in their curly hair. The Love Your Curls film draws on a selection of unique stories that powerfully illustrate the relationship young girls have with their curls. As little girls, many struggle to accept their curls and wish they could change their curly hair to straight. Ultimately, the film reveals that if women with curly hair begin to celebrate all the things they love about their curls, young girls will be inspired to do the same. In fact, Dove Hair found that little girls are seven times more likely to love their curls if people around them do2.
“At Dove, we recognize that there is a very complex relationship between a woman and her hair,” stated Rob Candelino, VP of Unilever Haircare. “Our Love Your Curls campaign is intended to inspire millions of women to feel confident about embracing their natural curls. If women show the world just how much they love their hair, they will positively impact the next generation to do the same.”
Dove Hair is introducing the Love Your Curls campaign in tandem with the launch of its new range of nourishing products for curly hair, Dove Quench Absolute. Watch the Love Your Curls film and be inspired to share your curl love story at Dove.com/loveyourcurls. Show the world how you #LoveYourCurls on Facebook, Twitter, and Instagram.
NEW Dove® Quench Absolute
Dove Hair introduces its most nourishing range yet, NEW Dove Quench Absolute. The system, Dove Quench Absolute Ultra Nourishing Shampoo and Conditioner, Dove Quench Absolute Supreme Crème Serum and Dove Quench Absolute Intensive Restoration Mask, delivers 4x more defined, natural curls and provides five key benefits for all curl needs, including improved manageability, quenched dryness, smoothness, strength and nourishment. With Quench Absolute, Dove Hair helps women achieve softer, nourished, more defined natural curls with every wash, allowing them to wear their curls with confidence.
About Dove® Hair
Dove Hair offers a wide range of solutions that provide deep nourishment and repair to meet women's specific hair needs, whether it is dry, frizzy, in need of volume or damaged. The range includes shampoo, conditioners, treatments and styling products.
About Unilever North America
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States and Canada, the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.
Unilever employs approximately 11,500 people across North America — generating more than $10 billion in sales in 2013. For more information, visit www.unileverusa.com or www.unilever.ca.
1 H&E Study, 2014
2 Dove Hair Study Conducted by Edelman Berland, October 2014.