Title	THANKS TO DOVE HAIR THERAPY YOU CAN THROW AWAY YOUR ELASTICS
Brand	UNILEVER FRANCE
Product/Service	DOVE HAIR THERAPY
Category	A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING
Entrant Company	PUBLICIS K1 Suresnes, FRANCE
Advertising Agency	PUBLICIS K1 Suresnes, FRANCE

Name	Company	Position
Helene Meinerad	Publicis K1	Account Director
Christophe Pilate	Publicis K1	Creative Director
Guillaume Merlen	Publicis K1	Creative Director
Barbara Tison	Publicis K1	Account Supervisor
Yves/Fitzgerald Abene	Publicis K1	Account Manager

The Brief

The market problem was to bring awareness to a new hair care range from Dove, « hair therapy », in France, where this brand was linked to skin care and not hair. In the sub-conscious of consumers, Dove was solely expert in body care products. Our target was made up of women aged between 35 and 49, average income bracket, in charge of the household shopping and who care about their appearance. Our objective was to raise the profile of Dove Hair Care and develop its credibility in the minds of consumers by encouraging them to try the product.

Describe how the promotion developed from concept to implementation

We created the operation "Thanks to Dove Hair Therapy you can throw away your elastics", on a mini-site: Awareness building (2 weeks): Consumers could: -Vote if they preferred the brand ambassadors with their hair tied back or loose. -Order a pack. Tests and opinions (1 month): Consumers could: -Test the range through the pack ordered. -Give their opinion, exchange their experience with the community... -Purchase the tested product or try others using discount coupons. Amplification (6 weeks): -Consumers could refer friends by sending them a discount coupon which allowed referees to try the product and give their opinion.

Describe the success of the promotion with both client and consumer including some quantifiable results

Via this operation Dove established legitimacy in the hair care sector. A very appealing process and concept which was much appreciated by our target : 1000 packs ordered in 1 hour/+ 100 000 unique visitors in 3 months/ 30 000 votes / 25 000 coupons printed / 2 000 product opinions

Explain why the method of promotion was most relevant to the product or service

Our solution was based on one of Dove’s strong brand values: self-esteem. Hair is a part of the personality; it’s a means of self-expression and an extension of mood, desires, looks. On bad days, women tend to hide away, and with their hair, it’s the same thing, they tie it back. The activation was levered from a simple and powerful consumer reality: « We’re all more beautiful with our hair loose ». Indeed, 90% preferred the hair loose when they voted. This is why we created: « Thanks to Dove Hair Therapy you can throw away your elastics »