Dove Hair brought its Bond Repair range to life with an immersive summer activation in collaboration with Paus Café and Wellness Studio, combining sport, wellness and self-care in one location.
As part of Dove’s broader strategy to make its haircare range feel premium, the activation was designed around the theme “How Strong is Your Bond?” – encouraging participants to connect with partners, friends or family on and off the padel court.
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Ayah Alnagash, Lead PR, Unilever B&W, said: “The concept centred around celebrating meaningful bonds, whether with friends, family, or even the bond you share with your hair.”
The activation formed part of the larger marketing strategy for the Bond Repair range, aligning with Dove’s shift towards holistic wellness. “Dove now approaches haircare by integrating it with self-care from a more comprehensive perspective, curating campaigns that align with the wellness needs of its consumers,” said Alnagash.
Guests were invited to take part in padel matches, with customised Dove-branded rackets and balls, and enjoy bespoke wellness drinks inspired by Dove’s hair mask variants. Each beverage was paired with a product, creating a sensory link between the range and the activation.
Dove worked with long-term partner Mumkin Marketing on the concept, PR and influencer engagement, with PHD Media managing media strategy and Helium Marketing Management handling production.
“From concept to production, every detail was carefully curated to bring the brand’s promise to life through immersive and engaging touchpoints,” Alnagash explained.
The Paus space was transformed with Dove-branded elements extending from the café entrance to the padel courts. A key highlight was the customised drinks menu at Paus Café, which paired hair mask variants with wellness refreshments. The activation was later opened to the public, with every purchase of a collaboration drink including a complimentary Dove Hair Mask tailored to the customer’s hair type.
Influencers and media were central to the rollout. Twenty-seven influencers attended, alongside 13 media representatives from lifestyle media outlets.
The activation generated a potential reach of 67.2 million, with 127 influencer-created content pieces and seven brand-led posts extending its footprint across digital platforms. It achieved an engagement rate of 1.24% and delivered a PR value of USD 88,350.
“The activation not only drove awareness and engagement but also successfully blended product storytelling with a memorable wellness experience,” Alnagash noted.
On-ground, dry and wet sampling further reinforced the product story, integrated into the showers, dressing rooms and refreshment areas.
Dove identified several takeaways from the experience. Aligning event design with the aesthetics of the venue enhanced both the atmosphere and the quality of social content. The surprise involvement of a mega influencer helped amplify reach, while customised touchpoints such as branded rackets and balls boosted engagement.
“Making a branded activation open to the public can significantly amplify both brand mileage and campaign impact when executed strategically,” said Alnagash, pointing to user-generated content and footfall as key multipliers.
Credits
Creative, PR and Marketing agency: Mumkin Marketing
Media agency: PHD Media
Production and design agency: Helium Marketing Management
Influencers: Aliona, Sereen Jessie, Virdah
Media: Time Out Dubai, Marie Claire Arabia, Jamalouki, Dubai Pike, Ahlan, among others
