Dove drops brand film to promote new hair bond repair range

Dove has launched its new Peptide Bond Strength range, its most significant product release in 15 years. The launch is supported by a campaign titled "Reborn Stronger," focusing on damage repair and hair strength.

The campaign is based on Hair Bond Reconstruction science and draws inspiration from Kintsugi, the Japanese method of repairing broken pottery with gold. It focuses on rebuilding hair rather than hiding damage. 

“Reborn Stronger is more than a campaign, it’s a cultural reframe. It challenges the way we perceive damage, not as something to hide, but as part of a journey toward strength and self-acceptance. Through this narrative, Dove celebrates every woman who has rebuilt herself in the face of various challenges, who carries her scars not as flaws, but as symbols of resilience. Because real beauty isn’t in never falling, it’s in rising, transformed.” said Sairam Subramanian, vice president, hair care, Unilever.

The campaign features a brand film that highlights Dove’s focus on care and resilience. It shows damaged hair strands being repaired with golden light, referencing the Japanese art of Kintsugi. The film includes visuals of women in everyday moments—brushing, tying, and letting their hair down—representing recovery, strength, and self-acceptance.

Set against a warm, golden hour backdrop and layered with an evocative voiceover, the film moves through moments of vulnerability and strength, ultimately declaring: "It’s not about going back to what you were. It’s about coming back stronger than ever before."

The Peptide Bond Strength range features a Protein-Peptide Complex that penetrates the hair fibre to repair broken bonds and restore structure.

Whether you're beginning again or rising after a setback, Reborn Stronger is for everyone who’s ever rebuilt themselves- inside and out. Because when you rebuild the bonds, everything changes. Hair included.