Dove Launches Curly-Haired Emojis to End Straight-Hair Dominance

Brand Rescues Wavy Haired 'Marginalized' By Emojis

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Despite the thousands of emojis in existence, research by Unilever's Dove found a shocking void: All of them had straight hair. So to fill the gap, and help promote Dove Quench products for women with naturally curly hair, the brand is launching the Dove Love Your Curls Emoji Keyboard.

It may be hard to see emojis addressing a significant social problem, but Unilever VP-Haircare Marketing Rob Candelino believes they can.

"When 73% of people in this country claim to use emojis every day, they're very quickly becoming the new currency of communications," Mr. Candelino said. But even though one in three women in the U.S. have naturally curly hair, they can't find emojis on keyboards that look like themselves. "We just thought that was wrong," he said.

The curly-haired emoji keyboard developed with Snaps is available for free on the Apple App Store or Google Play. It has 27 curly hair designs with selectable skin tone and hair color that results in 131 variations, including seven animated gifs.

Dove will partner with Twitter so that each time someone shares a #LoveYourCurls hashtag, a custom Dove Curly Emoji will auto-generate within the tweet.

Unilever will also promote the effort with integrations in the FABLife and "The Real" daytime talk shows and with programs in Redbook, Teen Vogue and Cosmopolitan magazines.

Read more about the campaign and Dove's curly-hair advocacy on Adage.com.

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About

Credits
Date
Nov 04, 2015
Agency:
Ogilvy & Mather Paris
Client:
Dove
General Manager:
Philip Heimann
ECD:
Baptiste Clinet
Head of Strategic Planning:
Pauline Desforges
Creative Director:
Juana O'Gorman
Creative Director:
Béatrice Lassailly
Art Director:
France De Saint Steban
Copywriter:
Jeremy Claud
Assistant Art Director:
Charly Manceau
Global Business Partner:
Diego Feldman
Global Account Director:
Aimée Betancourt
Global Account Supervisor:
Louise Rahman
Strategic Planner:
Rui Ferreira
Producer:
Florence Loshouarn
Art Buyer:
Veronique Chalencon
Category
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