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Press Release: Dove(R) Styling Sets Women Free

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Dove(R) Styling Sets Women Free
Introducing New Styling Products that Define Natural Movement in Hair

CHICAGO, Jan. 20 /PRNewswire/ — Since the Stone Age, real women like Wilma Flintstone have been troubled by hair that feels stiff and sticky. But now, a new styling line from Dove makes it possible to set styles free. Even cartoon characters with hair that is famously stuck in place have discovered the beauty of hair that moves.
To launch Dove Styling, its first venture into this territory, three animated moms and one clue-cracking teen free their styles. In true Dove fashion, the ad campaign taps real, everyday beauties, as known by the people of Springfield, Bedrock, Mystery, Inc. and the Skypad Apartments:

— Marge Simpson may be the glue that holds the Simpson family together, but her hair has finally come down. Not since her high school days have we seen her long, soft, blue-flowing waves.

— Wilma Flintstone gives new meaning to “Yabba-Dabba-Doo,” with a soft and sleek look that takes her hairstyle out of the Stone Age.

– Jane Jetson will have George seeing stars with gravity-defying volume on the cutting edge of style.

– Velma Dinkley has solved her biggest mystery yet (no thanks to Scooby): a defined style that looks as smart as her IQ.

Just like real women, Marge, Wilma, Jane and Velma, enjoy beautiful styles that move naturally. The unique formulas found in Dove Styling are designed to hold hair without making it too stiff or sticky to help answer this need. As a matter of fact, in a recent survey(1), more than 40 percent of women agree that the best hair styling products deliver natural feel and movement. Furthermore, more than one out of four women surveyed said that the biggest problem they have with their current styling products is they leave their hair feeling stiff and sticky.

“Women all over the world trust Dove to make them feel beautiful and now they can experience the Dove difference of our Weightless Moisturizers(TM) in all aspects of their hair care routine,” said Andrew Gross, vice president of hair care brand development, Unilever Home and Personal Care in North America. “Dove continues to develop products that help women celebrate their individual beauty, yet do not constrain and weigh hair down.”

The new Dove Styling line, available now in food, drug and mass retail outlets for a suggested retail price of $3.99, introduces five hairsprays and seven styling aids including two mousses, two gels, a pomade, an anti-frizz cream and a straightening cream. With Dove’s unique Weightless Moisturizers, the styling products condition and style simultaneously, addressing all of women’s styling needs: volume, hold, shape, control and finish for beautiful hair. Furthermore, the line includes a revolutionary product designed to provide what one third of women want — more volume(1). The new Precision Volume Lift & Hold Hairspray has an innovative patented nozzle that diffuses a fine mist toward the root to lift and shape hair.

The characters help bring to life the benefits of Dove Styling — beautiful styles with natural movement. Cartoon Network stars Wilma Flintstone, Jane Jetson and Velma Dinkley will appear in television advertising. Print advertising will break in February in several of the top magazines and will feature FOX Network’s Marge Simpson as well as the other characters. In addition, these ladies will be seen throughout the entire integrated marketing campaign, including public relations, in-store, out-of-home media and other promotional activities. Advertising was created by Ogilvy & Mather Chicago.


Dove, manufactured by Unilever North America, is the No. 1 personal wash brand nationwide(2). One in every three households uses a Dove product(1), which includes bar cleansers, body washes, face care, anti-perspirant/ deodorants and hair care. Dove anti-perspirant/deodorant is the No. 2 female-oriented anti-perspirant/deodorant brand in the United States(1). Dove is available nationwide in food, drug and mass outlet stores. Dove’s mission is to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves. Visit Dove at


Homer, Marge, Bart, Lisa and Maggie take traditional family life and turn them upside down in FOX’s critically acclaimed series, THE SIMPSONS. Exploding into a cultural phenomenon in 1990, THE SIMPSONS remains one of the most visible and marketable properties both domestically and internationally. This Emmy Award®-winning series is now in the history books as the longest- running sitcom currently on television and the longest-running animated show in television history. THE SIMPSONS is also noted for its famous celebrity guest voices such as Michelle Pfeiffer, Mel Gibson, Elizabeth Taylor, Kim Basinger, Danny DeVito and musical guests Mick Jagger, Keith Richards, Britney Spears and Aerosmith. THE SIMPSONS is currently airing their 16th Season.


A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licensees and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to broadcast networks.

THE SIMPSONS(TM) and © 2005 Twentieth Century Fox Film Corporation. All Rights Reserved.

About Cartoon Network

Cartoon Network, currently seen in 87.3 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.’s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world’s largest cartoon library, Cartoon Network showcases unique original ventures such as Foster’s Home for Imaginary Friends, Codename: Kids Next Door, Teen Titans, The Grim Adventures of Billy & Mandy, The Powerpuff Girls, Samurai Jack, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, its signature late night block of animation for grownups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable’s highest-rated networks. Cartoon Network’s Web site is located at

THE FLINTSTONES, THE JETSONS and SCOOBY-DOO and all related characters and elements are trademarks of and © 2004 Hanna-Barbera.

(1) December 2004 survey of a random sample of more than 1,500 women ages 25-54 conducted by Impulse Research on behalf of Dove Hair Care.
(2) AC Nielsen (2004)

Laura Burch/Edelman
(312) 240-3380/[email protected]

Stacie Bright/Unilever HPC
(203) 625-1130/[email protected]