Overcome Unpredictable Hair Every Day with the Help of Dove® Hair and Ana Brenda Contreras

Overcome Unpredictable Hair Every Day with the Help of Dove® Hair and Ana Brenda Contreras

"Melena Salvaje" campaign gives a lucky Latina a chance to star in a national Dove® Hair TV ad

ENGLEWOOD CLIFFS, N.J., Oct. 5, 2011 /PRNewswire/ -- Now women everywhere can finally make friends with their dry, unpredictable hair. Dove® Hair Care has teamed up with telenovela actress Ana Brenda Contreras to launch the Dove® "Melena Salvaje" campaign. The campaign invites women to share their most unpredictable hair stories to help them end their frustration with unmanageable hair that has a mind of its own. One lucky Latina will have her hair transformed by a celebrity stylist and star in a national Dove® Hair TV ad.

One in three women experiences dry, rough and frizzy hair that is unpredictable and frustrating to manage. Ana Brenda Contreras will address the issue and dramatize the humorous, yet real, relatable struggles that women face with their hair in an ad to inspire women to participate in the campaign. Thanks to the new Dove® Nourishing Oil Care collection, which takes care of dry, rough and frizzy hair, women can now have soft, smooth and shiny hair every day.

"In my line of work, my hair goes through a lot of stress from blow dryers to flat irons and as a result, I have to deal with dry, rough and frizzy hair that seems impossible to manage," said Contreras. "The 'Melena Salvaje' campaign gives women the opportunity to learn from each other by inviting them to share their experiences with hair that seems to have a mind of its own."

THE DOVE® "MELENA SALVAJE" CAMPAIGN

Dove® and Ana Brenda Contreras are inviting women across America to make friends with their hair as two in three women (67 percent)(1) describe their dry, unpredictable hair as having "a mind of its own." Women can enter the campaign by creating a video up to 60 seconds sharing how their hair has an alter ego by telling a story, acting out a humorous scene or even singing an original song. Three finalists will be selected and America will have the opportunity to vote on Univision.com, Uniclave: Dove for their favorite finalist to star in a Dove® Hair TV ad. The chosen Latina will receive a VIP trip to Miami and a hair transformation by a celebrity stylist.

-- September 15, 2011 - November 3, 2011 - video entries will be accepted
at Univision.com, Uniclave: Dove.
-- November 10, 2011 - three finalists will be announced and America can
vote for their favorite through November 27, 2011.
-- Early December 2011 - selected finalist will be notified.
-- December 19, 2011 - Dove® Hair ad will air on national TV.

Dove® Hair followers can interact with Dove® Hair Care online through Twitter at @Melena_Salvaje, #DoveHair.

"Dove® Hair is the expert in dry, damaged hair and understands the different kinds of hair issues women face every day," said David Rubin, Dove® Hair Care Marketing Director. "Dove® Hair is committed to helping women have beautiful hair."

DOVE® HAIR TO THE RESCUE

Unpredictable hair is not just a once-in-a-while occurrence for most women, Ana Brenda Contreras included. On average, women face three days of dry, unpredictable hair every week and more Hispanic women (90 percent) report experiencing dry or frizzy hair in the past 12 months compared to all women surveyed (86 percent).(2)

The Dove® Nourishing Oil Care collection with Weightless Nutri-Oils - a unique blend of natural almond, coconut and mineral oils - takes care of dry, rough and frizzy hair. Dove® Nourishing Oil Care is the only U.S. brand to formulate hair care products with this combination of oils. When used as a system - along with the shampoo, conditioner and leave-in smoothing cream - it smoothes up to 100 percent of roughness and frizz for soft and shiny hair.

For more information and to view the rules for "Melena Salvaje," visit Univision.com, Uniclave: Dove.

About Dove®

Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product(3), which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care(TM) 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, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Blue Band, 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, OMO, Pond's, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, 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 nearly $10 billion in sales in 2010. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.

About Dove® 'Melena Salvaje' Hair Contest

NO PURCHASE NECESSARY. OPEN ONLY TO WOMEN WHO ARE LEGAL RESIDENTS OF THE 50 UNITED STATES AND DISTRICT OF COLUMBIA, 18 OR OVER, EXCLUDING SAG MEMBERS. INTERNET ACCESS REQUIRED. Dove "Melena Salvaje" Contest Period: The Dove "Melena Salvaje" Contest begins at 12:00 p.m. Eastern Time ("ET") on September 15, 2011 and ends at 12:00 p.m. ET on November 3, 2011 (the Dove "Melena Salvaje" Contest Period"). Public voting begins 12:00 p.m. ET on November 10, 2011 and ends at 12:00 p.m. ET on November 27, 2011 (the "Voting Period").

About Dove® Hair Care Study

All statistics are a result of the August 2011 Dove® Make Friends with Your Hair study conducted by StrategyOne, an applied research consulting firm. The online survey was completed by 1,000 women in the U.S. between the ages of 18-65 who have experienced problems with dry hair over the past 12 months.

(1) Dove® Hair Care Study, national survey of 1,000 women 18-65, conducted by StrategyOne (August 2011)

(2) Dove® Hair Care Study, national survey of 1,000 women 18-65, conducted by StrategyOne (August 2011)

(3) AC Nielsen (2010)

SOURCE Dove Hair

Dove Hair

CONTACT: Kimberly Stohl/Edelman PR, +1-212-704-4551, kimberly.stohl@edelman.com; Stacie Bright/Unilever, stacie.bright@unilever.com

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