Beauty and wellness app PRIV taps Dove for first-ever hair care collaboration
ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove has teamed up with beauty and wellness app PRIV to offer hair products and services that help women achieve great hair days — anytime, anywhere.
The PRIV app, which currently caters to residents of Manhattan, Los Angeles and surrounding areas, sends vetted beauty and wellness industry professionals to the doors of its users, upon request. With plans to launch in San Francisco, London and beyond, PRIV continues to expand its footprint and provide a convenient solution for on-the-go personal care needs.
"Real women are at the heart of the Dove brand and we strive to make the world of beauty feel very personal and adaptive to her routine," said Rob Candelino, VP and GM for Unilever Hair Care. "Today's woman has an increasingly plugged-in, hypertasking life, and we want to show up when and where she needs us. Together with PRIV, we're bringing excellent hair care literally to her doorstep with accessible, on-demand services and products that will nourish and improve the condition of her hair. We want to provide an experience that not only makes her look beautiful, but feel beautiful too."
Now through Nov. 15, following the 5th Annual Dove Self-Esteem Weekend, which inspires women and girls to develop a positive relationship with beauty, you can download PRIV's free app, schedule your hair service and access offers from Dove Hair. The offers include:
In-app look book with hairstyles from Dove celebrity stylist Mark Townsend;
Dove Hair products used during your PRIV hair service appointment; and
Limited-edition Dove Advanced Hair Series Pure Care Dry Oil product gift set
"Hair services make up the largest percentage of requests on PRIV, so partnering with a leading hair care brand like Dove Hair was a natural next step as we continue to expand our own brand," said Sarni Rogers, PRIV director of marketing, West Coast. "Our users are highly engaged, and we want to provide them the best in service and the best in care — including the products our providers use on them. From Dove's advanced hair product formulas to their positive social mission and global appeal, we knew they were the right partner for our first-ever hair care collaboration."