Women with thin hair only know too well what the pain points are. They actively seek a solution to their woes. So for the first time, we turned this real problem into a real perk. Haircode - the first promotional barcode completed with thin hair. The thinner your hair, the bigger the discount. Women had their hair scanned by Dove's hair consultants, learnt more about the root of their hair issues and enjoyed sweet payback through the thinness of their hair. In this way, we actively made sure that the people who needed our products most, benefited the most.

For 3-days, at Vivo City Atrium, we held our activation event under the theme - Life After Dove. The highlight of which was Haircode - where event attendees had their hair tested and scanned, learnt about the thinness of their hair, the cause and solution. Rather than shy away from learning about their real problem, women enjoyed the promotional discount offered based on their problem. The personalised Haircodes generated on the spot led to immediate conversion of sales at our check-out counters.

An exit poll that tested product affinity reached 92%, exceeding our KPI. It revealed these women understood both volume and nourishment propositions.

We successfully helped many women find the shampoo that was finally right for them, as seen by our sales results, which exceeded our sales KPI by 24%.

Most importantly, women walked out of the event satisfied that a brand was echoing their desire to turn negatives into positives.