Dove Uses Music To Connect With Young Girls About Their Hair
Posted on 07 February 2019
Tyrelle Davis and Faith Fennidy, both 11-years old, made headlines when they were sent home from school because of their hair extensions. Eleven-year-old Jorja Orrick was bullied for having short hair, which prompted her sister Sarah to cut her own locks in solidarity. With real stories like these and a history of helping young girls build self-esteem, Dove was inspired to join forces with Kelly Rowland to write and produce an original song titled, "Crown" — a power anthem that aims to break down the narrow definition of beautiful hair and encourage girls to feel confident in wearing it how they choose. The resounding call: "Wear it proud. #MyHairMyCrown."
Dove has long been committed to celebrating all hair types and styles through campaigns such as Love Your Curls and Love Your Hair. To further these efforts, the brand conducted a survey to better understand how to inspire hair confidence in young girls. The study found that 65 percent of young girls view their hair as a form of self-expression, however nearly 50 percent say their hair can make them feel self-conscious. The brand also discovered that 71 percent of girls look to music as an influential factor in their lives, which inspired the brand to reach girls through this medium with the creation of "Crown".
"Dove wants all young girls, and women, to have the confidence to wear their hair anyway they choose, and to see their hair as a source of confidence, not anxiety," said Piyush Jain, Unilever Vice President of Marketing and General Manager of Hair Care. "As a brand, we are committed to celebrating all hair types, especially for young girls who start thinking about their hair's appearance as early as age 7. Working with Kelly Rowland to produce 'Crown' allows us to share that message in an exciting way that we believe will resonate with girls everywhere."
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