Hair peace with Dove

DESCRIPTION

Not content with dominating skincare, Dove wanted to establish itself as the leading hair care brand that understands women. Dove recognised that women cut, colour, straighten and curl their hair all in a quest for self-expression. So Dove wanted to celebrate and support all the ways a women expresses herself through their hair.

A multi-dimensional, consumer-driven media plan was developed, to support the creation and distribution – negotiated by PHD Canada – of Canada’s first hair magazine: Shine - created  by the people, for the people, 100% content owned by Dove. Dove invited women to share a photo of themselves to win an opportunity to be part of the hair magazine through a TV ad. Shine was filled with flattering, realistic styles photographed on the heads of some of the 7,000 women who submitted their photos online. Eight women - all with zero modeling experience - were featured in the magazine. As well, more than 1,400 other Canadian women's photos appearing in the publication's photo mosaics.Women were driven to the Dove Hair website to create their online profile and magazine layout.

A research panel was commissioned to capture consumer’s reactions to current hair care trends in magazines, their perception of Dove Hair and what hair content would be relevant in their lifestyles. PHD Canada abandoned traditional planning principles by changing their role from just scheduling activity in magazines to research, development and establishing the optimal circulation and distribution.

The outcome was a 44-page glossy magazine filled with real women and real hair along with expert advice and product information.  The circulation of Shine was 1,450,000 copies  (English and French) reaching 43% of women 18-49 with a readership of 3.3 million.

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