Last month, Dove unveiled its new limited-edition haircare collection called the Art of Repair which is available exclusively at Walmart.
Featuring sleek black bottles, the Art of Repair introduces a bold new look for Dove. The black bottles were designed to evoke the feeling of a gallery setting and help the artwork, which featured works by Claude Monet, Mary Cassatt, and Vincent Van Gogh, stand out on shelf.
“This project was inspired by the craft of art restoration,” said Emily Barfoot, Head of Dove U.S., Beauty and Wellbeing. “Just like a painting can show signs of wear over time, hair can experience damage that requires care and precision to restore. We were fascinated by the way art conservators blend science and creativity to preserve a masterpiece without compromising its integrity. That idea felt deeply connected to what Dove has always done through hair repair science — restoring strength and beauty with care — while celebrating art and self-expression in everyday routines.”
To help support Dove’s new campaign, the brand created an end cap display that resembled a miniature art gallery. The visual centerpiece on the display was the picture frame showing the before and after hair image that ties into the restorative qualities that the product line offers. Other nice elements include the crown molding, center copy panel and the wood panels on the bottom.
In addition to in-store displays, the launch was also supported by a cinematic social film, “The Art of Repair”, which draws a parallel between restoring art and restoring damaged hair.
Sources include:
prnewswire.com
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