Dove Hair Care is challenging traditional influencer marketing with the launch of Real Reviews, a new Australian social-first campaign that replaces traditional creator content with genuine reviews from everyday women. The campaign is led by Unilever’s media agency Mindshare.
Inspired by Dove’s globally recognised Real Reviews platform (which won six Cannes Lions in 2026), the local campaign has been reimagined for the Australian market to reflect the growing influence of creators and communities in shaping purchase decisions.
Rather than paying influencers to deliver testimonials, Dove is paying them to amplify honest reviews from their own audiences of the Dove Hair Intensive Repair +Ceramide Treatment Mask.
At the heart of the campaign is a simple belief: in a category crowded with sponsored content, people trust real people more than ever.
Research informing the strategy found many women struggle to know who to trust when navigating beauty and haircare advice online, while recommendations and reviews from communities remain highly influential.
Led by NOVA Entertainment’s popular podcast duo, Two Broke Chicks, alongside a collective of creators and influencers, the campaign invites audiences to share their honest experiences with the product through social channels.
Those reviews, whether positive or negative, will then be featured across creator content, social media, podcast integrations and video assets.
Incara McGowan, Head of Beauty & Wellbeing Marketing at Unilever Australia, said the campaign reflects Dove’s long-standing commitment to authenticity.
“For decades, Dove has championed real stories and real experiences. Real Reviews is a natural evolution of that philosophy, giving Australian women the opportunity to share honest feedback and helping others make informed decisions based on experiences from people they trust.”
The campaign also builds on Dove Hair Care’s broader ambition to establish itself as a trusted authority in damage repair, combining science-backed product credentials with the credibility of community advocacy.
Oliver Poiner, Connections Planning Associate Director at Mindshare, said the campaign rethinks the traditional creator model by shifting attention from influencers to the people who follow them.
“Creators have built strong relationships with their audiences because they are seen as relatable and trustworthy. Real Reviews taps into that dynamic by putting the community front and centre, turning authentic customer experiences into content that people can genuinely believe.”
Content generated through the Australian campaign will be repurposed across paid social, podcast and video channels, creating a scalable stream of consumer-led creative whilst bringing Dove’s message of authenticity to a new generation of Australian consumers.
Credits:
Unilever
Incara Mcgowan – Head of Beauty & Wellbeing Marketing, Unilever Australia
Gina Yuwana & Suzanne van Arragon – Marketing Manager, Haircare
Mindshare
Oliver Poiner – Connections Planning Associate Director
Cayley McArthur – Strategy Director
Charlotte Anderson – Implementation & Activation Manager
Jake Grace – Implementation & Activation Manager
Helen Alexander – Group Partnerships Director, WPP Media Sport & Entertainment
WPP Production
Lilli Lo Russo: Content Strategy Director
Liam Samat: Social & Content Director
Emily Doran: Influencer & Creator Specialist
