15696: Unilever And Dove Cry, “Black Hair Matters!”

 

Advertising Age spotlighted the latest patronizing propaganda from Dove—and the report’s opening paragraph underscored the ignorance and hypocrisy:

 

“A new study from Unilever’s Dove has uncovered startling findings with respect to Black girls—from as early as the age of five, they experience hair-based discrimination at schools. That statistic comes to life in a heart-tugging new spot from Ogilvy and Swift.”

 

Okay, here’s a breakdown of the ignorance and hypocrisy.

 

First, why conduct a study to uncover common knowledge? Answer: Because Unilever and Dove are culturally clueless.

 

Second, why label the findings as “startling”? Answer: Because Unilever, Dove and Advertising Age are culturally clueless.

 

Third, why assign such a project to White advertising agency Ogilvy? Answer: Because Unilever and Dove are hypocritical piles of shit.

 

Fourth, why did White advertising agency Ogilvy partner with Swift? Answer: Because Unilever, Dove and Ogilvy (having abandoned OgilvyCulture long ago) are culturally clueless and hypocritical piles of shit.

 

Fifth, why does Swift boast about being female-founded and female-run with women comprising 80% of leadership, staffed by BIPOC-identifying workers comprising 40% of the team and certified by The 3% Movement? Answer: Because the Portland-based shop can leverage such data points to land gigs with Unilever, Dove and Ogilvy—plus, get promotional PR from Ad Age.

 

Sixth, this blog has been unimpressed by Dove since it launched the Real Beauty campaign—for reasons detailed in this 2005 post. If anyone needs further evidence that Dove’s campaign is thoroughly unoriginal, check this out. No, really, check this out now.

 

Finally, there’s no doubt that Unilever, Dove, Ogilvy and Swift will take full advantage of pumping the pathetic poop during Black History Month.

 

Dove Study Finds That Girls As Young As Five Experience Race-Based Hair Discrimination

 

Brand’s latest Crown Coalition effort includes emotional ad from Ogilvy and Swift following one girl’s disheartening hair journey

 

By Ann-Christine Diaz

 

A new study from Unilever’s Dove has uncovered startling findings with respect to Black girls—from as early as the age of five, they experience hair-based discrimination at schools. That statistic comes to life in a heart-tugging new spot from Ogilvy and Swift.

 

The ad follows one young woman’s hair journey through the years, opening on a scene of her as a girl. Her father lovingly spends time styling her hair in braids, only to see her turned away at school because her hairstyle doesn’t fit into the “strict hair policy.” In high school, her teacher cautions her against wearing braids during graduation, and as a young adult, she bolts out of a job interview when she sees that her bantu knots fall into the “banned” hairstyles at the company.

 

It ends on an uplifting note, however, with the young girl’s voiceover saying, “My dad always told me I should fight for my hair. So I am.”

 

The spot is the latest in Dove’s efforts supporting The Crown Coalition, the organization it established in 2019 alongside National Urban League, Color of Change and the Center of Western Law and Poverty in an effort to end race-based hair discrimination.

 

The new research, “Dove 2021 Crown Research Study for Girls,” found that 53% of Black mothers said their daughters experienced hair discrimination. Some of those experiences began as early as the age of five. The study also found that approximately 86% of Black teens who endured hair discrimination did so by the age of 12, while 100% of Black elementary school girls in majority-white schools who said they experienced hair bias said they did so by the age of 10.

 

Dove had co-founded The Crown Coalition following its previous research that uncovered how Black women are 1.5 times more likely to be sent home from work because of their hairstyles. It also found that Black women were 80% more likely to change their natural hair to “fit” into their workplace.

 

Since its founding, The Crown Coalition has been fighting to pass The Crown Act, local and federal legislation demanding protection against such discrimination at work and in schools. Currently, only 14 states (CA, CT, CO, DE, IL, MD, NE, NM, OR, NY, NJ, NV, VA, WA) and 34 municipalities have laws against race-based hair discrimination.

 

As part of its inclusive hair efforts, Dove also recently debuted its new “Hair Love” line of products. It was inspired by the Oscar-winning and Dove-backed short created by filmmaker Matthew Cherry, a Crown Act advocate.

 

“This new body of research illuminates the pervasive nature and deep impact hair discrimination has on Black girls highlighting the horrific multi-generational impact of narrow beauty standards in America,” said Esi Eggleston Bracey, EVP and chief operating officer Unilever North America, in a statement. “These biases continue to perpetuate unfair scrutiny and discrimination against Black women and girls for wearing hairstyles inherent to our culture. This is unacceptable and why it is imperative that everyone join the movement to make hair discrimination illegal nationwide through the passage of The Crown Act.”

 

Consumers can sign a petition and see more information on The Crown Act at Dove.com/Crown.