In 2015, Dove Hair needed to rebuild brand love and sales. Our research showed that only 4 in 10 girls with curly hair felt their hair was beautiful, while girls were 7 times more likely to love their curls if the curly-haired women in their lives embraced theirs. This pointed to a critical gap in representation and self-acceptance, impacting young girls and women alike.

We launched Love Your Curls as an inclusive movement empowering women to proudly embrace their curls and inspire others. Observing that 74% of people use emojis daily but none represent curly hair, we confronted this digital bias by creating the first curly-haired emoji keyboard. This innovative tool featured 100+ emojis and GIFs representing diverse curl types, skin tones, and colors, making curly-haired women visible in digital spaces and sparking a new wave of representation.

With over 900K installs and 400% above-target downloads, the campaign generated 414 million of impressions on launch day and sparked a cultural shift in curl pride and representation.