Dove has announced the launch of its new 10-in-1 “Deep Repair Treatment Mask” with a refreshing “Pause, Reverse, and Play” campaign.

Dove’s campaign conceptualized by The Glitch, recognizes how modern lifestyles, chemical treatments and environmental stressors often result in damaged hair and encourages customers to take care of themselves for healthier hair. Dove’s Deep Repair 10-in-1 Treatment Mask is a vital element in this regimen, helping to “Reverse” hair damage with its Bio-Protein Care. The campaign additionally encourages customers to add a hair mask to their weekly haircare routines to achieve a reverse on damage, and “Play” again with healthier, revitalized hair. Thus, customers will gain a sense of renewed vitality and confidence.

At the heart of this film is Dove’s 10-in-1 Deep Repair Hair Treatment Mask, a dynamic and innovative formula designed to meet the unique needs of hair that dances to its own beat. This transformative mask, enriched with 8% Bio-Protein Fusion, will penetrate into the deepest layers of hair and reverse up to 3 years of accumulated damage.

With the use of this campaign, Dove takes viewers through a narrative that highlights the simplicity and effectiveness of incorporating their new mask into their hair care routine.

“At Dove, we’re committed to crafting premium hair care solutions tailored to our consumers’ needs. Our latest campaign highlights the influence of lifestyle on hair health and introduces our newest addition to the damage care range. Embracing individuality and self-expression, our brand film celebrates the journey to beautiful hair’’, expressed Sairam Subramanian, vice president, Hair Care, HUL.

Dove has kicked off its campaign under the hashtag #pausereverseplaywithdove in collaboration with 450+ beauty and lifestyle influencers, who have shared their hair transformations on social media and encouraged their followers to do the same.