07.19.07
On July 19, Dove Hair Care hosted its first-ever live web media conference. The half-hour, invite-only session featured a short film, announced the next campaign to find a Dove “Real Woman” and had a Q&A period. Dove Real Woman Shari Gunn, Dove Celebrity Stylist Gretchen Monahan and Unilever Senior Marketing Manager Stacie Bright led the webinar.
In Dove’s Campaign for Women, only 2% of women around the world felt they could “own the word beautiful” for themselves, said Ms. Bright. Therefore, Dove set out on a mission to help more women feel beautiful everyday. Also, in the survey, it was revealed that 60% of women obtain standards for hair care from the media.
To battle the myths of Hollywood’s celebrity hairstyles, Ms. Gunn starred in a short film called “Fried” showing just how these styles are created. “Fried” showed Ms. Gunn receiving around 10 different elaborate hairstyles in over two days with numerous stylists.
According to Ms. Monahan, most women cannot replicate Hollywood hairstyles at home. In fact, 80% of stylists used an additional two to three stylists to create one look as seen in a magazine, said the Dove celebrity stylist. She also cited shoe polish, black market hair spray and even soup cans as examples of “extreme techniques” used in the elaborate hairstyles on the red carpet.
“It can cost up to $60,000 a year to maintain celebrity-standard hair,” said Ms. Monahan. “These images aren’t real – they are just for inspiration. Women need to love the hair they have. And the key to great style is the products that you use.”
At the end of the webinar, Ms. Bright announced that the next Dove Real Woman would in fact be many women. A new campaign at www.doveloveyourhair.com going on now until Oct. 19 invites women to upload photos and create customized Dove advertisements. All participants will then become part of the campaign and will receive complimentary Dove samples. At the end of the contest, six women will be flown to New York City for a Real Woman photo shoot and will appear in national magazines.
For every photo entry, $1 will be donated to help send girls to Dove/Girl Scouts self-esteem workshops. More info: www.doveloveyourhair.com.
In Dove’s Campaign for Women, only 2% of women around the world felt they could “own the word beautiful” for themselves, said Ms. Bright. Therefore, Dove set out on a mission to help more women feel beautiful everyday. Also, in the survey, it was revealed that 60% of women obtain standards for hair care from the media.
To battle the myths of Hollywood’s celebrity hairstyles, Ms. Gunn starred in a short film called “Fried” showing just how these styles are created. “Fried” showed Ms. Gunn receiving around 10 different elaborate hairstyles in over two days with numerous stylists.
According to Ms. Monahan, most women cannot replicate Hollywood hairstyles at home. In fact, 80% of stylists used an additional two to three stylists to create one look as seen in a magazine, said the Dove celebrity stylist. She also cited shoe polish, black market hair spray and even soup cans as examples of “extreme techniques” used in the elaborate hairstyles on the red carpet.
“It can cost up to $60,000 a year to maintain celebrity-standard hair,” said Ms. Monahan. “These images aren’t real – they are just for inspiration. Women need to love the hair they have. And the key to great style is the products that you use.”
At the end of the webinar, Ms. Bright announced that the next Dove Real Woman would in fact be many women. A new campaign at www.doveloveyourhair.com going on now until Oct. 19 invites women to upload photos and create customized Dove advertisements. All participants will then become part of the campaign and will receive complimentary Dove samples. At the end of the contest, six women will be flown to New York City for a Real Woman photo shoot and will appear in national magazines.
For every photo entry, $1 will be donated to help send girls to Dove/Girl Scouts self-esteem workshops. More info: www.doveloveyourhair.com.