Dove Is ‘Insuring’ Home Hair Catastrophes With New ‘Hair Assurance’ Plan
Image via Dove
If people had a dollar for every bad hair day they encountered, Elon Musk might have had too many contenders for the acquisition of Twitter.
Their closest bet, for now, would be what Dove is generously handing out. The beauty brand has banded together with insurance firm Progressive to offer coverage for women in the US who recently have had to deal with a hair DIY gone awry, be it a set of terrible home bangs or a patchy outcome from an at-home boxed dye.
Although this new ‘Hair Assurance’ program isn’t officially insurance, the deal—which will be given away in a sweepstakes—will present 2,000 deserving customers with a US$100 digital gift card to have home hair tragedies fixed at a salon.
The program is inspired by TikTok’s #HairFails trend, which has seen almost a billion views, proving that there have been too many styling catastrophes at home.
To register for eligibility, shoppers would first need to purchase any two Dove Hair Therapy products from Target, Walmart, or Kroger, and then upload the receipts on the website by April 26. There’s also a free option for mail-in entries.
The all-new Dove Hair Therapy range itself is designed to correct certain disasters, penetrating weakened hair fibers at a cellular level to strengthen and nourish locks.
The aim of the plan is to restore women’s confidence in experimenting with their tresses. “With ‘Hair Assurance’, women can leave their hair styling fears behind and confidently rock even the boldest of styles, because Dove and Progressive have them covered,” Dove says in a news release.
Ask more of your hair without the fear of having a #HairFail.
— Dove (@Dove) April 19, 2022
We're partnering with @Progressive to bring you #HairAssurance. 👇
[via Ad Age and Dove / PR Newswire, images via Dove]
