Dove 'amplified textures' launch campaign
In 2020, Dove launched their first natural hair care line, Amplified Textures. While Dove does have a strong brand affinity, most people associated them with skincare. We were tasked with creating a 360-marketing campaign including a creative campaign with influencer marketing and media strategy, targeting Black naturalistas.
Project Role: Senior Copywriter
TEAM: Schuyler Higgins, Matt Zavala, Megan Skelly, Melle Hock
PRESS: ESSENCE, InStyle, Hello Beautiful
January 2019
Edelman
During the onset of the pandemic, many Black women were forced to change their hair routines or unexpectedly go natural for the first time, which led to many women doing their own hair at home. To help, we created Wash Day Live! An Instagram Live series that featured natural hair influencers and stylists, breaking down their go-to Wash Day tips and tricks while using Dove Amplified Textures. Click here to see the ladies in action. In addition to the content series, we partnered with the Black-owned app Swivel Beauty to provide a way for hairstylists to make money with 1:1 consultations.
