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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

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Dove hair-ogilvy

  • 2. 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
  • 3. At parking stops On taxis to catch people on motorbike At hair salons At cafes At public pools
  • 4. 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
  • 5. Leading to the Dove Hair Rescue Zone Inside
  • 6. 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
  • 7. 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”)
  • 8. 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
  • 9. Hair Hazards Quiz: A self-diagnosis enclosed in magazines, website and distributed at the booth and by the hair hazard patrol girls