Dove scalp + hair therapy
Agency: Zorba Toronto
REACHING PREMIUMNESS
THROUGH SCIENCE
Launching their most premium range ever, Dove needed our help to define their science territory and articulate the full science storyline in a relevant and impactful way.
The campaign
SCIENCE x SKINIFICATION
The challenge
With the introduction of its new Scalp + Hair Therapy range, that targets the source of beautiful hair – the scalp – Dove's objective was to reach premiumness.
While still being pedagogical on formula's mode of action, Dove’s ask was to elevate both science & beauty aspects, and strike the balance between premium aesthetics, care and efficacy.
The answer
From a science perspective, scalp is nothing else than skin located on the head. That is why we rode the “skinification” trend and transposed skincare codes to the haircare world.
The job
A full 360° campaign from social to in-store infused with elegance and gentleness. With a smart mix of aesthetic CGI and premium live action sequences, we:
1/ Emphasized Dove’s scientific expertise in haircare by leveraging the brand skincare legacy, focusing on creation process, modes of action, glassware and skincare best-in-class ingredients.
2/ Strengthened desirability, by playing with sensorial textures, softness and care cues.
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