Dove Launched a New Emoji Keyboard for Its 'Love Your Curls' Campaign
Cadhla Gray — November 4, 2015 — Marketing
References: huffingtonpost & adage
These new curly-haired emojis were launched in tandem with Dove's 'Love Your Curls' campaign, encouraging women with curly hair to embrace their waves. While straight hair often dominates in the fashion world, beauty world and even the online emoji world, this new emoji keyboard is meant to be a fun way to support the hair type minority.
The emojis range in skin color, hair color, length and curl type -- including a frizzy-haired redhead to a beach-waved brunette. Some of the more fun emojis are ones getting a haircut or with umbrellas above their heads -- representing the struggle that curly-haired folk have when it rains.
The new Love Your Curls keyboard also promotes the Dove Quench products and was created in response to a study the brand did analyzing the anxiety having curls can have on young women. By creating this keyboard, the brand hopes to integrate positive discourse about curls into everyday life as well as continue to brand itself as one that cares about women's self-confidence.
The emojis range in skin color, hair color, length and curl type -- including a frizzy-haired redhead to a beach-waved brunette. Some of the more fun emojis are ones getting a haircut or with umbrellas above their heads -- representing the struggle that curly-haired folk have when it rains.
The new Love Your Curls keyboard also promotes the Dove Quench products and was created in response to a study the brand did analyzing the anxiety having curls can have on young women. By creating this keyboard, the brand hopes to integrate positive discourse about curls into everyday life as well as continue to brand itself as one that cares about women's self-confidence.
Trend Themes
1. Curly-haired Emojis - Creating new and inclusive emoji sets can lead to increased inclusion in online messaging and communication, and provide new opportunities for brands in the beauty industry to celebrate diversity.
2. Love Your Curls Campaign - Launching a campaign focused on body positivity and self-confidence can help brands foster a loyal customer base and promote products geared towards diverse audiences.
3. Hair Type Diversity - Embracing hair type diversity can lead to more inclusive marketing strategies and provide opportunities for brands to innovate new haircare products for different hair types.
Industry Implications
1. Technology - Developing new sets of inclusive emojis and leveraging them in marketing campaigns can provide opportunities for tech companies to innovate and create new platforms for diverse audiences.
2. Beauty - Focusing on inclusive marketing campaigns and creating products for diverse hair types can lead to increased brand loyalty and sales, as well as promote body positivity and self-confidence in consumers.
3. Fashion - Embracing hair diversity in fashion trends and developing new clothing items and accessories to complement different hair types can offer opportunities for fashion brands to innovate and promote inclusivity.
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