Dove has partnered with exercise tracker Strava for its Men+Care brand in a bid to get more men to start a regular haircare routine.
The partnership has introduced a new challenge on the Strava app, Any Step Counts, which users can complete to win discounts on Dove Men+Care products. The goal is to reach active men motivated by personal fitness and self-improvement, and get them using more haircare products.
Any Step Counts is part of a wider relaunch of Dove’s reformulated 2-in-1 Shampoo + Conditioner product line, along with creator partnerships and other social content spearheaded by TV personality Kyle Cooke. The challenge is being managed by PR agency Edelman, while agencies Collectively and Unite were also involved in the campaign.
‘The goal is to inspire people to embrace small, consistent habits while introducing them to Dove Men+Care 2 in 1 Shampoo + Conditioner as an easy addition to their daily routine,’ said Sara Sepulveda, senior account supervisor at Edelman.
The timing is likely intended to capitalise on a perceived boom in men’s grooming products. According to Barclays, 42% of Gen Z men state that they now dedicate a ‘large share’ of their personal income to beauty and grooming, while Only 29% of Millennials say the same. A study by health and grooming brand Hims, meanwhile, found that 90% of Gen Z men view their hair as a major asset compared to 63% of Gen X men. However, this data may say more about life stages (meaning younger people are more likely to be dating and therefore concerned about their appearance) than generations.
Sepulveda added that Strava was a ‘natural fit’ for Dove Men+Care to ‘meet consumers in a space where they’re already focused on building positive routines. Strava has previously partnered with other major brands including Chipotle and Celsius.
The Any Step Counts Challenge is promoted within the Strava platform through dedicated challenge placements and in-app visibility, alongside a social campaign promoting the partnership. Participants need to complete a 5K run, either in one go or in parts, and can win a Dove Men+Care 2-in-1 Shampoo + Conditioner reward if they finish before July 21.
This isn’t Dove’s only bid to align its Men+Care range with fitness, having recently launched a skincare advice platform based around football fandom, Care for Your Skin Like You Care for the Game, promoted by a hero ad of fans singing and chanting in stadiums.