Unilever is expanding its Dove Advanced Hair Series with a new range for curly and wavy hair.
Rolling out now, each variant in the Dove Quench Absolute range is designed to nourish dry, curly hair using a formula Unilever claimed would keep hair soft and manageable for up to three days.
Targeted at the 30% of women with curly or wavy hair [Kantar], the line-up comprises a shampoo and a conditioner (both rsp £5.99/250ml), a mask(rsp: £6.99/200ml) and a serum (rsp: £6.99/100ml). The products feature high-gloss packing, with gold and copper detail to align the range with the rest of the Dove Advanced Hair Series.
“Many women find curly or wavy hair dry and hard to control,” said Dove senior brand manager Olivia Kirby. “Dove has recognised this and has introduced the Quench Absolute range to help consumers achieve beautiful, manageable curls with minimal effort.”
Unilever is supporting the launch with video, on-demand advertising and social activity. A full above-the-line campaign will follow in January 2016.
The £20.7m Dove brand currently holds a 2.2% value share of the total hair market [Nielsen 52w/e 20 June 2015].