January 18, 2022

Digital Marketing Education

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Matthew Cherry’s Oscar-winning film inspires Unilever’s Dove ‘Hair Love’ line

Dove Kids Hair Love aims to help “Black children build necessary self-esteem through on-pack affirmations and playful hair inspiration from Zuri,” the central character in the film, Bracey added.

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The hair-care line is launching on Walmart.com this month and rolling into Walmart stores in January, after which Unilever will assess moving to other outlets, Bracey said. Unilever is backing the launch, she said, by engaging “the Hair Love community,” which is substantial given the nearly 90 million views of the film on YouTube alone. The push will leverage earned social media, influencer engagement and PR efforts led by Edelman.