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Dove's newest film, from Ogilvy & Mather in Paris, continues the brand's messaging of real beauty and loving oneself, but to a new crowd—girls and women with curly hair.
Dove Hair: Love Your Curls starts with the claim, based on research, that only 4 out of 10 curly haired girls think their hair is beautiful. Young girls are then interviewed, declaring that straight hair is more beautiful. Carina, 6, tugs at a blond curl and says, "I try to make it straight by going like this, and it doesn't work."