Dove TV push backs revamped hair care range

The Unilever-owned brand has renamed its hair range Dove Damage Therapy, and will now only make products for damaged hair.

The "fun, light-hearted" ad, by Ogilvy with media agency Mindshare, shows women using the products to turn their frizzy, damaged hair shiny and glossy.

The range has 18 products, including shampoos, conditioners, heat defence products and treatment conditioners, and uses two new formulas – a fibre active technology and a micro moisture serum, which are patented by the company.

Grant Yates, senior category manager at Unilever UK, said: "We wanted this advert to show our customers the level of hair repair that new Dove Damage Therapy can offer.

"The two patented technologies in Dove are gentle enough to use every day so a perfect solution to an increasing issue for many modern women."

The ad will go live on 4 October and run until December 2010.

Unilever recently bought Alberto Culver, the American beauty brand which owns Tresemmé, Simple and VO5, for £2.3bn.

This article was first published on marketingmagazine.co.uk