Inspired by Kintsugi, the campaign celebrates resilience, self-acceptance, and the science of hair reconstruction.
Dove has unveiled its latest innovation in hair care with the launch of the Peptide Bond Strength range its most significant product release in over 15 years. Backed by advanced Hair Bond Reconstruction science, the range is supported by a brand campaign titled “Reborn Stronger,” focused on strength through restoration, not concealment.
Drawing inspiration from Kintsugi– the Japanese art of mending broken pottery with gold- the campaign reframes the idea of damage. Rather than hiding flaws, it highlights recovery as a symbol of transformation and strength.
“Reborn Stronger is more than a campaign – it’s a cultural reframe,” said Sairam Subramanian, Vice President, Hair Care, Unilever.
“It challenges the notion of damage as something to hide and instead positions it as a meaningful step in a journey of rebuilding. Dove celebrates women who rise after challenges- who wear their scars as symbols of resilience. Because real beauty lies not in never falling, but in rising stronger, transformed.”
The campaign’s centrepiece is a brand film that visually captures Dove’s message of care and resilience. Set in a warm, golden-hour aesthetic, the film features close-up shots of damaged hair strands being repaired by glowing threads of light – mirroring the gold seams in Kintsugi. Everyday moments- combing, tying, letting hair down – represent transformation, inner strength, and quiet recovery. A powerful voiceover closes the film:
“It’s not about going back to what you were. It’s about coming back stronger than ever before.”
At the core of the new Peptide Bond Strength range is a Protein-Peptide Complex, scientifically formulated to penetrate deep into the hair fibre, repairing broken internal bonds and restoring the hair’s natural structure from within.
Reborn Stronger is for everyone navigating a fresh start or rebuilding after a setback. Because when you repair the bonds – internally, emotionally, and physically – everything changes. Hair included.
