Dove is working alongside Latina community advocates to help drive conversations surrounding the limiting societal expectations associated with hair in the community.
To do so, the beauty brand is kicking off its #MyHairAMiModo campaign, which translates to “my hair, my way,” with the help of Li Saumet of Bomba Estéreo.
Saumet re-recorded the brand’s “Soy Yo,” song with an updated message that speaks to hair self-expression and also encourages Latina of all generations to celebrate the unique hair that makes them, them, the company said.
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“The #MyHairAMiModo campaign and our collaboration with Dove are very much what Bomba Estéreo is about,” said Li Saumet, lead singer of Bomba Estéreo. “The updated verses are about being genuine, being original and above all else, accepting and celebrating yourself as you are. The connection was very organic for me because I often experiment with my hair to express myself and my personal style. It’s important for brands like Dove to elevate the pressures Latina women face when it comes to their hair because the more we talk about it, the more possibilities there will be for positive change.”
In addition, Dove also released a new music video for the song with footage of Bomba Estéreo and the original child star of the video, Sarai Gonzalez.
“For more than 20 years, Dove has been committed to redefining narrow beauty standards so that women and girls can see their beauty is a source of happiness, not anxiety – this includes their relationship with their hair,” said Dove hair global vice president, Bérengère Loubatier. “Through #MyHairAMiModo, we aim to uplift Latina community voices and celebrate the beauty of all hair types, textures and styles so that Latina women feel empowered to embrace wearing their hair, their way.”