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Be free of hair fall, be empowered

Kuala Lumpur – Hair fall is a top hair concern for most Malaysian women and one that is not openly discussed. This silence has hindered many women in finding a solution for the issue, which affects, not only their outward appearance, but the way they feel about themselves.

DoveRambutmu, Mahkotamu is Dove’s first-ever socially-driven campaign to inspire Malaysian women to make a commitment to stop hair fall. The campaign will be championed by two real women, Athiya and Hasreena, who have been close friends for 10 years and been each other’s support in managing hair fall. The aim is to collect 10,000 aspirational statements, which signifies the commitment made to stop hair fall from interfering with women’s life.

“Dove believes that hair should be a woman’s source of confidence, not anxiety. Rambutmu, Mahkotamu is the first-ever local campaign that puts real women at the forefront. The openness and determination shared by Athiya and Hasreena has inspired us to provide a platform for other Malaysian women to share and support each other in making a stand in managing hair fall,” explained Ashlee Ng, Brand Building Director, Unilever (M) Holdings Sdn Bhd, at the launch.

With affirmation from Athiya, Hasreena expressed, “I am truly glad to have Athiya by my side to lean on and share all my struggles. Take my hair fall problem, for example - I was really anxious when I first found out about the problem but Athiya helped me a lot by sharing her own experience dealing with hair fall and suggested solutions for me.”

Ng added, “This programme means a lot to us as it empowers real women to take action and support each other in a mission to protect their crowning glory. Dove is a brand that is committed to helping women realise their personal beauty potential by creating products that deliver real care.Dove Hair Fall Rescue Systemis the first beauty solution from Dove to tackle hair fall by strengthening hair from the root, visibly reduces hair fall in just two weeks1,” added Ng.

Dove empowerment fund

Upon achieving 10,000 voices from Rambutmu, Mahkotamu campaign, Dove will establish a fund to keep its empowerment efforts sustainable. An opportunity will be created for this group of women to be mentored and empowered by a line of women leaders and activists. These women will then have the opportunity to give back to society by helping the less fortunate women from a non-profit welfare organisation to do the things they love and aspire, confidently. RM10,000 will also be donated to the organisation.

“Essentially, DoveRambutmu, Mahkotamu Campaign, coupled with the rollout of Dove Empowerment Fund, marks a huge milestone of the brand’s commitment in helping women to realise their full potential. It is crucial for Dove, as a brand, to work hand in hand with our consumers and communities to improve the lives of women,” added Ng.

Be committed to stop hair fall, be empowered & be an inspiration to others

Malaysian women can contribute their voices and be part of the Dove’s empowerment effort in four simple steps:

Log on to Dove Hair Malaysia Facebook

Click on Dove Rambutmu, Mahkotamu application

Complete the aspirational statement “If I was free from hair fall…”

Lastly, women can choose if they would like to play a role in the Dove Empowerment Fund

Malaysian women will also be able to access the Dove Rambutmu, Mahkotamu application on their smart mobile devices. For more information, please visit www.facebook.com/DoveHairMalaysia.

About dove hair fall rescue system

Dove Hair Fall Rescue System contains a ground-breaking technology, Trichazole Activesto help anchor hair firmly in place at the roots, nourishing the area where hair fall occurs.

How does each of the products work?

The Shampoo cleanses the scalp to prepare it for the Leave-On Intensive Hair Tonic.

The Conditioner after shampooing helps prevent breakage and strengthens hair from root to tip, visibly reducing hair fall due to breakage in two weeks2.

The Leave-On Intensive Hair Tonic is applied daily, directly to the scalp, and works to visibly reduce hair fall. After just two weeks, hair fall is visibly reduced and hair is stronger from the roots.

Dove Hair Fall Rescue System Price Range:

  • Shampoo 375ml – RM 14.90
  • Conditioner 180ml – RM 9.90
  • Intensive Hair Tonic – RM 32.90

About Dove

In 1957 Dove launched its emblematic beauty bar, which remained its only product until, in 1995; it launched the Moisturizing Body Wash in the US. After that, additional categories swiftly followed around the world: deodorants in 1997 and body lotions in 1998. 

In 1999, Dove was successfully launched in Japan. And in 2000, the Dove Hair Care launch took place in Taiwan, followed by an aggressive rollout. Dove exists today in over 80 countries and is one of the world’s biggest beauty brands. It has been built on a simple and enduring principle: make the consumer a real promise, and keep it consistently.

For Media Enquiries

Edelman (+60-3) 2287 8689

Jess Chong, ext. 303 | jess.chong@edelman.com | 019 309 9923

Liew Foong Meng, ext. 200 | foongmeng.liew@edelman.com | 012 587 0935

1Basedon consumer test in Thailand 2010

2Due to hair breakage

Malaysia

Unilever (Malaysia) Holdings SDN BHD
Level 33-35, Menara TM
Jalan Pantai Baru
59200 Kuala Lumpur
P O BOX 11015
50732 Kuala Lumpur
Malaysia

http://www.unilever.com.my/resource/contactus-form/index.aspx

T: +603 2246 2188
1 800 88 1315
Junita.Ali@unilever.com

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