Dove teams up with Kelly Rowland to release song encouraging young girls to love their hair


Personal care brand Dove has teamed up with singer Kelly Rowland to co-write a song aiming to empower young girls to love their hair. Titled “Crown”, the song is part of Dove’s ongoing Self-Esteem Project, which has reached 29m people since launching in 2004.

“I felt many of the pressures young girls face today when it comes to embracing their hair, but my mom would always tell me that your hair is your crowning glory and you should wear it proudly,” says the singer.

A music video shows the singer accompanied by a diverse cast of young girls, who share their individual stories of how they have been made to feel self-conscious about their hair. Stories include those of 11-year olds Tyrelle Davis and Faith Fennidy, who were sent home from their school for wearing hair extensions. Jorja Orrick, meanwhile, was once bullied for cutting her hair short, which spurred her sister Sarah to do the same in solidarity.

The campaign was created after research conducted by Dove showed that although 65% of young girls see hair as part of their self-expression, almost 50% said it could make them feel self-conscious as well. Furthermore, 71% of respondents cited music as an influential factor in their lives, which prompted the brand to create the empowering tune.

“Dove wants all young girls, and women, to have the confidence to wear their hair anyway they choose, and to see their hair as a source of confidence, not anxiety,” said Piyush Jain, Unilever VP of marketing and general manager of hair care.

To further promote the campaign, Rowland and the Self-Esteem Project will create a workshop at a local Boys & Girls Club of America (BGCA) in New Jersey. The organization offers children and teens after-school programs where they can learn new skills.

How are you thinking about your brand messaging? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.