Progressive, the insurer, and Dove, the Beauty Bar and personal products company, are teaming up to offer women a chance to win “Hair Assurance.”
Described in a media statement as “protection from mishaps like a DIY bang trim gone wrong or an at-home boxed dye disaster,” there’s a disclaimer that explains it’s not really insurance.
“Hair Assurance is not an actual insurance product nor is it an endorsement of any insurance product or insurance company. Dove and its affiliates are not insurance agents, brokers, producers or insurers, and cannot provide advice concerning any actual insurance product or company,” Dove and Progressive jointly reveal in a media statement and marketing materials.
Like Budweiser’s BBQ Insurance package, announced last mid-June by the beer maker, and Breyers’ Cookie Coverage of the cookie-to-cream ratio in Breyers Cookies & Cream flavor ice cream a week later, “Hair Assurance” is a contest and a marketing campaign—in this case, for a consumer product known as the “Dove Hair Therapy Rescue & Protect” system.
Women who buy any two Dove Hair Therapy products from Target, Walmart or Kroger were eligible to enter for a chance to get Hair Assurance starting on April 19, and entries can still be made (in store or online) through April 26, 2022. On or around May 6, 2,000 entrants will be selected to redeem $100 via digital gift card that could be used toward a future hair salon visit.
According to Dove, the Dove Hair Therapy formulations penetrate deep into weakened hair fibers to strengthen and nourish hair at a cellular level, so women can care for and protect their hair while they style it. But while Hair Therapy protects people from styling damage, “it cannot protect them from a terrible mistake like deciding to cut your own bangs or poorly dying your own hair,” the contest website explains.
What’s Progressive got to do with it?
“As a leading insurance provider, a partnership with Progressive made sense because they value exceptional care and protection as much as we do at Dove,” said Brian Critz, senior marketing director, Hair Care, at Unilever, in a media statement. (Dove is a Unilever brand.)
“When Dove came to us with a promotion that was all about protection, we were all in,” said Remi Kent, Progressive’s chief marketing officer. “We love Dove’s support of women, real beauty, and their wholehearted belief that differences should be celebrated. Our core values are aligned, which made it a natural fit.”
Another disclaimer: You don’t have to buy Hair Therapy products to enter a chance to win a salon visit to correct #HairFail incidents like “heat styling gone wrong or burnt hair, unflattering haircuts, boxed dye disasters, bleach damage, chemical damage, and more.” Consumers also have the option to apply via mail-in entries without proofs of purchase.
The brands have teamed up to “encourage confident experimentation with styling,” the contest sponsors said in their joint statement.
Sources: Dove, Unilever North America, Progressive