Dove hit the market with a line for frizzy and curly hair, breaking the logic and structure that restricts women in Brazil. There are two lines, one for curly hair and the other for frizzy hair, with different technologies and components that really meet the daily challenges that women face to this day when caring for and treating their hair.
Black women as protagonists in front of and behind the camera
Under the creative leadership of Joana Mendes, who is also president of the Creation Club, and Tamara Litovsky, director of Gyps Agency, the campaign also features the brilliant Camila Tuon and Gabriela de Paula, directors of Cegé. This team of powerful, winning and very competent women brought strength and even moving representation to the campaign during production, when people heard talk about much more than representation, diversity or inclusion, behind the scenes there was talk of acceptance, understanding, recognition and ancestral union and even in healing.
According to Joana, increasing the number of black women in a communication project is also a chance to attack the structure that limits their opportunity and professional development. For Tamara Litovsky, “Dove Textures Reais” has proved to be a restorative possibility and very socially valuable, since the storytelling has the perspective of the black woman.
In addition, the creative highlights the humor contained in the film, when the characters answer those annoying questions that curly and curly women are still asked, such as the invasive “Can I touch your hair?” and the disrespectful “How do you wash?” Tamara further comments:
“Changing the conception and the creative mindset and authentically delivering them to people who truly live reality is the right thing, it’s how we should always have done it. It is also giving back the access that was taken away from black women and placing them in prominent, relevant positions in front of or behind the cameras.”
In the client’s view, deciding to dare and raise the conversation to a more genuine level and with the right voices was, is and will be crucial to the success of the campaign and also sales of the new line “Dove Textures Real”. According to Pura García Podesta, Global Director of Dove Dove at Unilever:
“Each woman is different and beauty must rescue the uniqueness of each one of us. With this launch, Dove proposes to deliver a concrete solution for curly and curly women with the expertise that Dove has.”
The result of the Dove Real Textures campaign can be seen in the video:
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