Dove Hair Care has launched Real Reviews, an Australian social-first campaign led by Unilever's media agency Mindshare, replacing creator content with reviews from everyday women.
The campaign is based on Dove's Real Reviews platform, which won six Cannes Lions in 2026, and has been adapted for the Australian market to reflect the 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.
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 influential.
The campaign is led by NOVA Entertainment podcast duo Two Broke Chicks, alongside a collective of creators and influencers, and invites audiences to share their experiences with the product through social channels.
Those reviews, whether positive or negative, will be featured across creator content, social media, podcast integrations and video assets.
Incara McGowan, head of beauty and wellbeing marketing at Unilever Australia, said the campaign reflected Dove's commitment to authenticity.
"For decades, Dove has championed real stories and real experiences,” McGowan said.
“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 ambition to establish itself as an authority in damage repair, combining 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,” he said.
“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 campaign will be repurposed across paid social, podcast and video channels.
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