For generations, Latinas have been pressured by the media and intergenerational standards to straighten their natural hair which has been labeled “pelo malo.” Dove wanted to show their support for the community by using their platform to confront these demeaning hair standards in an authentic, purpose-driven, and grassroots way that would resonate with Latina women. By doing this, Dove wanted to crush unreasonable beauty expectations placed on Latina women, empower them to celebrate their diverse beauty, and show true allyship to their community

To empower the Latina community, Dove sought out different ways for #MyHairAMiModo to leverage music, a medium that encourages self-expression and is deeply embedded in Latina life. With Li Saumet of Bomba Estereo, Dove re-recorded a verse of the viral, anthemic hit "Soy Yo," originally written to encourage female empowerment and now updated to inspire Latina women to own their unique hair. Accompanying the song was a music video, featuring influencers leading conversations about Latina Hair Empowerment on social, including the star of the original "Soy Yo" music video. The song then took to social, where music moves culture and conversations. Dove invited Latinas everywhere to join the #MyHairAMiModo campaign and share their hair story to the updated "Soy Yo." For further amplification, Dove partnered with various purpose-driven artists to bring the #MyHairAMiModo messaging to two of the world’s biggest music celebrations: The Latin Billboard Awards and Latin Grammys.

Dove research uncovered that 9 out of 10 women feel pressured to style their hair according to society’s expectations. With this in mind, Dove partnered with Latinas – a community with diverse hair types who deeply feel this pressure – by amplifying voices championing hair self-expression. Given the importance of social media for driving these conversations, Dove engaged influential community figures who empower Latinas to embrace their hair, which included:

Li Saumet from Bomba Estereo, who revamped “Soy Yo” so TikTok and Instagram creators can share their hair stories to the tune and encourage their audiences to do the same. Li also participated in interviews with USH media.

Nathy Peluso during the Latin GRAMMYs red carpet.

Self-esteem expert Christine Gutierrez and renowned hair stylist Ona Díaz Santin to lead a masterclass for stylists, editors, and influencers on hair positivity, coupled with styling sessions dedicated to embracing your hair, your way.

#MyHairAMiModo was created to be community-powered and amplified with Dove scale. That’s why Dove partnered with Bomba Estereo’s Li Saumet, an activist with strong roots in female liberation. Together, they re-recorded a verse from the viral hit "Soy Yo" that focuses on empowering Latinas to embrace their unique hair. The accompanying music video featured the star of the original video along with Latina hair influencers from social. It became the soundtrack to the #MyHairAMiModo movement on TikTok/Instagram, gaining 264M social impressions from the community sharing stories about their hair and embracing its uniqueness. Dove also hosted a transformative Masterclass with a Latina self-esteem expert and 26 hair stylists, garnering 129 social posts in just 24 hours. #MyHairAMiModo continued to expand its messaging to other community-driven channels, including some of the world’s biggest music celebrations: The Latin Billboard Awards and Latin Grammys.

Social Impressions: 264M views on the #MyHairAMiModo campaign on TikTok and Instagram, including both paid and organic.

Earned Social: Over 200 earned posts on social media regarding the campaign, producing 2M+ organic impressions.

Earned Coverage: 34 total publications picked up #MyHairAMiModo garnering 25.4M+ views. Publications included from Yahoo! Vida y Estillo (UVM: 5.5M), People en Español (UVM: 3.2M), El Diario NY (UVM: 2M+)

Brand Perception: 12% lift in the Latina community more positively believing that Dove celebrates and understands hair in the Latina community.

Brand penetration of U.S. Hispanic consumers grew from 18.5% in Q3 2023 to 20% in Q4 2023. #MyHairAMiModo was not only able to spark conversation, but it drew interest towards Dove as an authentic ally.

Purchase Intent: Upon seeing influencer content, Spanish-speaking women had a 16% lift in purchase intent, showing an increased interest from this audience to support the Dove brand, a feat for a brand with an already