US – Sounding the alarm on the pervasive problem of hair discrimination, personal care brand Dove’s As Early As Five campaign illustrates how harmful race-based perceptions of hair can affect members of the Black community.
The campaign follows research conducted by Dove revealing the extent of hair discrimination in schools. Now, the beauty company is mobilising to make such discrimination illegal via the CROWN Act, which stands for Creating a Respectful and Open World for Natural Hair. Dove reports that, of Black mothers whose daughters have experienced hair discrimination, 53% say their daughters first experienced the abuse as early as five years old. Dove is urging its audience to sign the CROWN Act petition through a campaign that is based on real stories and events of hair discrimination. In the video campaign, three scenarios of race-based hair discrimination are shared, from school to the workplace.
Demonstrating how companies can use their advertising to accelerate political action – and empowering their consumers to embrace their natural hair – Dove is aligning itself with the Reclaiming Braids movement.
As consumers dismantle Western beauty standards, companies should step up to sponsor research that can be used to accelerate social and political change