To find unique ways to reach our target, whom we knew was checking her hair in various reflective surfaces, we did some field research. We asked women where they check their hair on the go. Their answers weren’t as simple as mirrors and storefronts. Their answers were unique. And their answers completely drove the creative. Based on the insights we gathered, we devised ways to advertise in ponds, in puddles, on spoons and on other makeshift mirrors the women mentioned.

Whether it was at the reflective water’s edge or in a restaurant, we found unique and creative ways to talk to women about hair products at the ideal moment: when checking their hair. And our efforts supported Facebook and YouTube where we had a larger digital campaign supporting Dove Style+Care.