Dove has launched a new publicity campaign to promote "true beauty". It has the goal of convincing consumers, particularly young woman, to have a new vision of beauty.
The company hired Ali Carter, from the television series Heroes, who is appearing at the Emmy Awards, where she is up for a nomination. The star intends on doing her own hair for the awards ceremony.
Carter explained, “I am going to use Dove Hair Care products for five days, get my hair in great shape and I am going to rock the red carpet. I am doing all of this to help women realize the potential of their own hair and feel more confident every day.”