Dove – How Does Your Hair Feel?

For the How Does Your Hair Feel?, Dove needed to make the "smooth, healthy hair" promise something shoppers in the hair care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise repair claims.

The brief for the How Does Your Hair Feel? was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Dove.

Dove Philippines, a renowned hair care brand under Unilever, faced a challenge in educating consumers about their hair types while promoting the right conditioner for their specific needs. Previously, they used diagnostic machines in stores, but the limited number of units and...

USP Demo Solutions built the How Does Your Hair Feel? for Dove around the Roughness & Dullness Demo - Face method, reducing the smooth, healthy hair story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the hair care aisle instead of a one-way pitch.

From the same physical interaction with the How Does Your Hair Feel?, the demo substantiates claim areas such as repair, so a single asset can carry several conversations across the Dove range.

The result for Dove is a pos with bas, delivered through the How Does Your Hair Feel? as something the consumer experiences first-hand rather than has to take on trust.

By turning Dove's "smooth, healthy hair" message into a hands-on Roughness & Dullness Demo - Face moment, the How Does Your Hair Feel? becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Dove runs the How Does Your Hair Feel? primarily for retail activation, delivered in diagnostic tool, physical demo so the same Roughness & Dullness Demo - Face proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.