Post on 25-May-2015
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DOVE Jewel Relaunch 2005
Hair Hazard Zones
Focus on key areas where Vietnamese women are prone to get dry or damaged hair
– Outdoors under the sun – At sport while swimming – During styling (blow-drying or chemical treatment)
Create warning signs around these hair hazard zones to raise awareness that hair is getting dry and damaged
Sun and heat burn your hair
Swimming pool water makes hair dry and weak
Styling makes hair weak and brittle
At parking stops On taxis to catch people on
motorbike
At hair salons
At cafes
At public pools
Hair Hazards Merchandising at Modern Trade
Hair hazard signs at the parking lot The “promise of something amazing inside” at the entrance Sun and blow dryer hazard interactive demos
Leading to the Dove Hair Rescue Zone Inside
Dove Consultation Booth at Modern Trade
The Dove booth provided consumers with:
– A personal diagnosis to determine
their hair hazard rating based on lifestyle and habits
– Consultation on hair care needs and
the right Dove variant for them – Hair styling with proof of purchase
Hair Hazard Patrols
We created Hair Hazard Patrols Groups of three women
– With normal-looking hair that’s actually dry – With dry looking hair – With damaged, chemically treated looking
hair
Served as walking posters, with messages on uniforms (“Use Dove before it’s too late”)
Hair Hazard Patrols
Sampled in areas where Hair Hazard Signs were posted
Distributed a questionnaire to get
consumers to do a self-diagnosis on their hair
Hair Hazards Quiz: A self-diagnosis enclosed in magazines, website and distributed at the
booth and by the hair hazard patrol girls