Dove's Real Beauty Campagin Launches New Love Your Hair Ad Contest

To round off the week talking about promotional contests requiring consumer-generated content, I just had to do another post on Dove and their Real Beauty Campaign once again. They have a new online promotion, The Dove Love Your Hair Ad Contest, in which they're looking for another "real" woman. This time it's to show off their hair care products.

I started off my blog with my first two posts about Dove and their Real Beauty Campaign which has turned out to be highly successful and just keeps growing. The first post I did was on Dove's Energy Glow Contest and the next one was on their Cream Oil Body Wash Contest. Both promotions got an enormous amount of press and initially the Real Beauty Campaign itself got off to a great start when Oprah Winfrey launched the first Pro-Age work on her show reemphasizing that beauty has no age limits. 

I personally fell in love with the brand all over again and was then treated to hearing Maureen Shirreff speak about the campaign when I attended PMA's Annual Conference back in March. Maureen is the North American Creative Director at Ogilvy & Mather for the Dove brand. Her talk first focused on the origins of the brand which was using real women from the start. She shared with us other ads for skin care products that don't show  "real women", in fact one that no way could have been a "real woman's ass"...without a good amount of retouching that is.

Maureen continued to tell us that the campaign has helped Dove become what she called a "Lighthouse Brand" when at the time over 5 million women had visited the website. Over a billion impressions were generated in the U.S. alone and the Dove brands grew by 6% in the first  month of the launch. Here's an interview I found with Maureen from 2006 from the blog, Creative Skirts.

Now back to Dove's new contest that just started this week, August 14th. Dove is asking for women to submit a photo of themselves through their Love Your Hair website along with completing the Dove Hair Care Survey online form. The entries will be judged by a panel of judges on "how your hair expresses your unique beauty" and how it represents the Dove brand as well as the quality of the photo.

Three grand prize winners will be selected on or about 10/22/07 and will receive a "Real Woman" professional photo shoot with an all-expense paid trip to New York City. Also they'll have the chance to appear in a Dove promotional execution such as a print advertorial and/or on Dove's websites. For every entry Dove will also donate a $1.00 that goes to Uniquely Me!, the Girl Scout/Dove Self-Esteem program. Visitors to the website can also request a free hair care sample while they last.

So, we'll be watching and reporting back on who the next Dove "Real Woman" will be.

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