We engaged women with Dove on many levels. The Naked Truth comedy tour promoted Dove’s shower products by encouraging women to laugh at their physical imperfections in a celebratory way. For the Dry/Damaged Hair range, Hair Histories looked at damaging hairstyles of the past. Real Women were invited to send pictures of their past hairstyles. From these we created a special edition Cosmo Hair and Beauty magazine and featured images online for voting.

The Dove brand has gained two million new users to become the UK’s favourite beauty brand. Dove is now growing at 10% per annum. Dove’s dry/damaged hair variant increased its penetration by 23%, Body Wash sales have grown by 13.8% and Dove Silk deodorant has an additional 350,000 users.