Targeting major retailers such as Walmart, Target, Drug, and Kroger, Dove aimed to launch its new Scalp +Therapy product line in the United States.

The primary goal was to create an engaging in-store experience that not only attracted consumer attention but also educated them about the common issue of scalp buildup and demonstrated how Dove’s Scalp +Therapy could effectively address this concern. Armed with this knowledge the brand aimed to empower consumers to choose the right therapy for their specific needs independently, and without the assistance of beauty advisors.