This year’s Durban July was a spectacular display of colour, celebration of the diversity of women and a vibrant display of South African fashion. A first for Dove , partnering with the biggest fashion event of the year.
Dove deodorants owned the fashion runway with its dynamic 'Flaunt 100 Colours with Confidence' campaign. Inspired by Dove's Invisible Dry Deodorant's ability to leave no white marks on 100 colours, the campaign transformed the event into a radiant display of individuality, inviting women to freely express themselves through their fashion choices & embrace their diversity. With our latest Dove campaign, “Flaunt 100 Colours with confidence”, we focused on the product superiority which has been tested on100 colours & proven to leave no white marks on your favourite fashion item/ outfit – its the perfect fashion accessory, said Navini Ramsamie , Dove deodorant brand manager.
Dove Deodorants collaborated with our very own fashion content curator, Yoliswa Mqoco, the stage transformed with exclusive fashion showcase which unfurled an array of different styles and colour, by esteemed designer Kat Van Duinen. The showstopper was an embodiment of Dove Invisible Dry Deodorant exclusivity to being tested on 100 colours. This unique ensemble was a bold testament to the product credentials, that offer superior underarm care & fabric protection, through a range of 100 colours. The stunning outfit, served as a visual narrative, artistically illustrating Dove's Invisible Dry Deodorant's proven ability to leave no white marks on your most treasured fashion item.
The crescendo involved a vibrant flash mob featuring diverse display of everyday South African women , including musician Thabsie & Cape Town based fashion content creator Paula Lakay (Ms Paula Bee), creating a ripple of exhilaration throughout the crowd.
"The Dove 100 Colours campaign was about transforming how we see, feel, and think about colours in our everyday lives. It was about the confidence that comes from enjoying every moment & inspiring a journey for women to authentically reveal, multi-hued flair. At Dove, we continue to change the landscape & redefine the narrative around “changing real beauty” said Ramsamie.
Dove Invisible Dry Deodorant is expertly tested & proven to leave no white marks on 100 diverse colours, inviting a spectrum of tones into wardrobe. It also offers long-lasting 48-hour sweat and odor protection whilst caring your underarm skin, enhancing your confidence and comfort in your colourful fashion choices.
