Unilever's Dove Hair will give people who subscribe to lifestyle site DailyCandy a free hairstyling experience and a chance to be in an upcoming Dove campaign. DailyCandy, a unit of NBCUniversal's Entertainment & Digital Networks and Integrated Media, says it delivers over 3 million email subscriptions via 26 editions in the U.S. and London, and also publishes an Everywhere edition, 12 city editions and 12 Kids editions.
The program with Dove, "The Big Blowout," ties into the Unilever personal-care brand's "Make Friends with Your Hair" digital campaign, which features actress Rashida Jones in a series of Web videos at www.DoveHair.com/Friends, in which her Albert Einstein-style hair malfunctions become a point of embarrassment at yoga class, and on a lunch date with friends on a rainy day. There's also a 30-second Dove Hair TV spot in which women suffer a variety of hair issues related to weather conditions.
On the Web site, which touts Dove Nurturing Oil Care products, DailyCandy members who sign up have to create a video about their personal hair dilemmas to get the hairstyling appointment.
The hairstyling events, at which Dove's Nourishing Oil Care products are also featured, are at Drybar venues in Los Angeles (on Sept. 27) and New York (on Oct. 4). In addition to getting tips from DailyCandy editors, including new on-air correspondent SuChin Pak, at Drybar L.A., and Ashley Parrish, DailyCandy's editorial director, at Drybar N.Y., they also get DailyCandy swag and champagne.
As part of the campaign, three finalists will win a VIP trip to New York City and a hair "transformation" by Dove Stylist Mark Townsend with one starring in a national Dove Hair TV ad. Consumer voting for the finalists will be at the Web site as well, starting Nov. 7 and running through Nov. 28.
Also, Social Pix -- a photo-sharing social media site -- will be at the "Big Blowout" events with a post-styling photo area where attendees can share shots on their social media pages. Attendees get a DailyCandy gift bag of full-size Dove Nourishing Oil Care products.
DailyCandy.com promotional content and Dove Hair-branded Emails went live last week for the Los Angeles event and this week for the New York program.