Dove Really, Really Wants These Little Girls to Accept Their Curls

Dove has moved on from curve-acceptance to curl-acceptance.

The beauty company’s newest campaign continues its body-positive messaging by focusing on curly-haired girls who wish they had straight hair. The little girls in this new ad are sad because they only see straight hair in advertisements and commercials! Dove claims research shows only 4 in 10 girls with curly hair think their hair is beautiful. And nobody with un-beautiful hair could possibly have a shred of happiness in their lonely little lives.

Until… they get pulled outside by their curly-haired mommies (who are dancing in public, ugh STOP IT mo-om!) and taken to a top-secret location where they have to cover their eyes for a surprise. No, there’s not a pony in there. Or a private Taylor Swift concert. Instead, when they open their eyes, every single curly-haired person they’ve ever met shouts at them: “We all love our curls!”

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Instead of shrieking in terror, the girls join in and it becomes a big dance party where everybody’s curls are bouncing with a special spring that says “empowerment,” and “acceptance” and “buy Dove products.”