Dove is #ChangingLives yet again with another campaign, this time aimed at would-be keratin addicts. Based on another Sad Study released by Dove that Dove is going to fix with Products, the "Love Your Curls" commercial somberly notes:
- Only 10 percent of women in the U.S. with curly hair feel proud of their hair.
- Only four in 10 young girls regard curly hair as beautiful.
- Girls are 7 times more likely to love their curls if people around them do. Well, Dove knows a mission when they
make one upsee one!
BEHOLD, TINY GIRL PAIN: Carina, 6, is pissed that she can't straighten her hair with her tiny fist ("I try to make it straight by going like this [tugs strand], and it doesn't work."); Jewel, 11, laments that "sometimes I just wish I could rip it out."
(Okay, jokes aside I'm familiar with that feeling and my heart goes out to Jewel.)
Then a horrible song comes on ("Hey now honey you know you're amazing every day / let your hair loose and play/ don't hide your curls away") and everybody goes out into the fall sunshine and starts dancing with their moms and all the depressed little girls with adorable hair are ushered into a room where there is a full-on band of diverse curly-headed WOMYN to welcome them into this fun new cult where everyone is frizz-free and immortal (there's also one red-headed man, I guess because he knows about self-loathing/needs a community).
ISIS. Climate Change. Income Inequality. Curls.