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According to the Dove 2021 CROWN Research Study for Girls, 53% of Black mothers in the U.S. who have daughters who have experienced hair discrimination endured it as early as five years old. The same study suggests that approximately 86% of Black teens who have experienced it did so by the age of twelve.
In order to further raise awareness around these statistics, Dove has launched its “As Early As Five” campaign. Created in partnership with WPP agencies Ogilvy and Swift, with input from the JOY Collective, this initiative is part of the brand advocating for the passing of The CROWN Act, which would make race-based hair discrimination illegal across the U.S.