Dove Love Your Curls
The most meaningful growth opportunities often begin with tension. When consumers no longer see themselves reflected in a brand, trust erodes, relevance declines, and growth becomes difficult to sustain. Dove Love Your Curls began with a simple question: How do we help consumers with textured hair feel seen and heard?
Brand Transformation
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Despite Dove’s strong equity, multicultural families felt underrepresented in beauty advertising. The category focused on products and styling techniques, while overlooking the emotional experiences many women and girls had with their natural curls. As a result, Dove Hair faced declining relevance, weakening consumer connection, and a decade-long sales decline.
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Rather than leading with product benefits, I decided we need to listen to this new consumer audience. Through the listening session, we identified an opportunity to celebrate the real experiences of women and girls learning to embrace their natural curls. The strategy focused on authentic storytelling, curl representation and content that reflected real lived experiences of the new consumer.
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The campaign restored retailer confidence and reversed a ten-year double-digit sales decline, year one we increased sales by 4%, improved by 70 basis points. Dove Love Your Curls earned multiple industry awards and became a defining example of how consumer understanding can drive both meaningful connection and measurable business performance.
Big ideas, real impact.
For more than 20 years I’ve helped brands navigate growth, transform, and change.
Whether leading global brands, identifying category opportunities, or advising founder-led companies, I’ve consistently been drawn to situations where growth isn’t obvious.
My work sits at the intersection of consumer understanding, commercial strategy, and organizational influence.