Dry, frizzy hair is a well-known problem for women around the world, especially in the Middle East. With hot, humid weather conditions and the use of desalinated seawater, it wreaks havoc to women’s hair, leaving it dry, frizzy and unmanageable.
The activation was set up in the most popular outdoor venue in Dubai, the JBR Walk. It is the perfect location to target women who want to look their best yet fight the extreme outdoor elements. A Frizzometer was created to test how dry their hair was. By using a scientific Vandergraph machine, women actually saw the effects the conditions have on their hair and how new Dove Hair Therapy was the solution to this daily problem.
How does this work? The Scientific Vandergraph machine transmits electrical currents through the body that makes hair frizz uncontrollably. To neutralize this current, women had to touch the Dove brand packaging. Every woman who interacted with the Frizzometer physically saw how dry and damaged their hair was, and how the new Dove Hair Therapy range brings it back under control. Every woman was given a sample of the new Dove range so they could test it out for real and see the difference in their hair.