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Yahoo! Confidential
Dove Hair Care on Yahoo!
 
2
Yahoo! Confidential
Background
Dove was launching its hair-care product in India with an ambition to deliverthe most beautiful hair. Dove believed real beautiful hair is when its damagefree. 
Key thought:
Beauty is fragile…you constantly need to protect it.
In mostwomen’s minds especially in India, there is an almost inevitable tensionbetween beautiful hair and doing damage to it, though the damage is not self-inflicted. Dove wanted to
tell the truth
to women that “
really 
beautiful hair 
is hair 
without damage
. The only real way to get beautiful hair is to dealwith the damage that life meats out.”
 
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Yahoo! Confidential
Objectives
Core communication
- Zero Damage (functional benefits) hair with Dove haircare
Emotional Connect
– Generate buzz for the brand around the thought of “realwomen real hair”.
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