Tyrelle Davis and Faith Fennidy, both 11-years old, made headlines when they were sent home from school because of their hair extensions. Eleven-year-old Jorja Orrick was bullied for having short hair, which prompted her sister Sarah to cut her own locks in solidarity. With real stories like these and a history of helping young girls build self-esteem, Dove was inspired to join forces with Kelly Rowland to write and produce an original song titled, “Crown” — a power anthem that aims to break down the narrow definition of beautiful hair and encourage girls to feel confident in wearing it how they choose. The resounding call: “Wear it proud. #MyHairMyCrown.”
“Growing up, I felt many of the pressures young girls face today when it comes to embracing their hair, but my mom would always tell me that your hair is your crowning glory and you should wear it proudly,” said Kelly Rowland. “This song is very personal to me and, having met many of the real girls who inspired it, I am incredibly proud to be partnering with Dove to spark this conversation and encourage girls everywhere to love their hair.”
“Dove wants all young girls, and women, to have the confidence to wear their hair anyway they choose, and to see their hair as a source of confidence, not anxiety,” said Piyush Jain, Unilever Vice President of Marketing and General Manager of Hair Care. “As a brand, we are committed to celebrating all hair types, especially for young girls who start thinking about their hair’s appearance as early as age 7. Working with Kelly Rowland to produce ‘Crown’ allows us to share that message in an exciting way that we believe will resonate with girls everywhere.”
To help spread the anthem’s inspiring message, the brand will make a cameo during “E! Live From The Red Carpet: The 2019 Grammy Awards” on February 10, 2019.
The special two-minute, televised spot will feature clips from the music video for “Crown”, directed by Hannah Lux Davis, and a special message from Kelly Rowland to inspire people everywhere to join in the #MyHairMyCrown conversation.
IMAGE SOURCE: Unilever, Edelman
SOURCE: Edelman