Dove® Hair Care Celebrates Color At Park City’s Film Festival
Launches NEW Color Care Collection with Video Short and Pop Up Salon
ENGLEWOOD CLIFFS, N.J., January 17, 2013 – Color can be magical in making the ordinary seem extraordinary. It has the power to express feelings, describe smells and illustrate textures. Some say yellow conjures images of sunshine beating down on their face, while others say blue evokes the feeling of diving into cool blue water. Dove® Hair is premiering a new video short that celebrates the many meanings of color at the Dove® Color Care Salon this weekend. The salon, part of the Talent Resources Gifting Suite open January 18-20, 2013, brings color to the winter white landscape of Park City’s premiere film festival and marks the launch of the NEW Dove® Color Care collection that keeps colored hair vibrant for up to eight weeks*.
“Just like films have the power to enthuse viewers with their vibrant and colorful storytelling, the Dove® Color Care collection inspires women to experience the vibrant feeling of color,” said David Rubin, Director, Unilever Hair Care. “This makes the Park City film festival the ideal backdrop for introducing women to our new Dove® Color Care collection and video short.”
Feeling is Believing
At the Dove® Color Care Salon, women will receive a nourishing wash and blow dry with new Dove® Color Care products. Celebrity stylist Matt Fugate will be on-hand offering expert hair services and tips for maintaining vibrant and luminous color. Women will also be able to have fun adding a pop of vibrant color to their hair with clip-on colored hair pieces.
Attendees will get a first-look at the Dove® Color Care video short, a 60-second commercial, that chronicles real woman Kate Crofts as she describes what different colors represent to her and how these make her feel. Kate explains how changing her hair color brings out various sides of her personality and how the feeling of freshly-colored hair can make even normal things seem more vibrant. Blind since birth, Kate’s inspirational narrative is filmed among vivid scenery to show how she experiences color. It will begin running online later this month.
Experiencing Vibrancy at Home
Women not in Park City this weekend can still participate. Whether a radiant red, buttery blonde, bold brunette or other hue, there are several ways women across the country can experience Dove® Color Care including:
- Following @Dove to get information on daily giveaways and real-time salon updates between January 18-20, 2013 using #dovecolor
- Watching Kate Crofts in the new Dove® Color Care video short on Facebook.com/Dove and then sharing what color means to them
- Checking out behind-the-scenes photos from the Dove® Color Care Salon and product tips on Facebook.com/Dove
Keep the Color Vibrant, Keep the Feeling
Dove® Hair is committed to providing advanced hair care solutions to deeply nourish and replenish hair experiencing dryness and damage. Winter weather can take a toll on colored hair, making it appear dull and not as vibrant. The key to keeping that “just-colored” feeling this season is nourished hair and the Dove® Color Care collection keeps color vibrant for up to 8 weeks*, leaving hair luminous, soft and strong.
Dove® Color Care products contain a unique combination of ingredients designed to nourish and repair hair to help maintain beautiful looking color. Fiber Actives** in the formula penetrate deep inside the colored hair strand to reconstruct damaged proteins, while Micromoisture Serum nourishes the outside cuticle layer leaving hair luminous, soft and strong. The Dove® Color Care collection is comprised of four products available in food, drug, club and mass retailers: Dove® Color Shampoo, Dove® Color Care Conditioner, Dove® Color Care Daily Treatment Conditioner, Dove® Color Care Leave on Conditioner.
Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care™ is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.
*Shampoo and Conditioner or Shampoo and Daily Treatment Conditioner systems vs. non-conditioning shampoo
**Fiber Actives found only in the Shampoo, Conditioner and Daily Treatment Conditioner
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