Dove has announced the launch of its new 10-in-1 “Deep Repair Treatment Mask” with a refreshing “Pause, Reverse, and Play” campaign.

Dove’s campaign conceptualized by The Glitch, recognizes how modern lifestyles, chemical treatments and environmental stressors often result in damaged hair and encourages customers to take care of themselves for healthier hair. Dove’s Deep Repair 10-in-1 Treatment Mask is a vital element in this regimen, helping to “Reverse” hair damage with its Bio-Protein Care. The campaign additionally encourages customers to add a hair mask to their weekly haircare routines to achieve a reverse on damage, and “Play” again with healthier, revitalized hair. Thus, customers will gain a sense of renewed vitality and confidence.

At the heart of this film is Dove’s 10-in-1 Deep Repair Hair Treatment Mask, a dynamic and innovative formula designed to meet the unique needs of hair that dances to its own beat. This transformative mask, enriched with 8% Bio-Protein Fusion, will penetrate into the deepest layers of hair and reverse up to 3 years of accumulated damage.

With the use of this campaign, Dove takes viewers through a narrative that highlights the simplicity and effectiveness of incorporating their new mask into their hair care routine.