Mumbai: Dove has announced its most significant innovation in 15 years with the launch of the Dove Peptide Bond Strength range. The new offering is introduced alongside an emotionally resonant campaign titled ‘Reborn Stronger’, which challenges conventional beauty narratives and redefines the idea of damage care.
Rooted in the cutting-edge science of Hair Bond Reconstruction, the Peptide Bond Strength range is inspired by Kintsugi, the Japanese art of mending broken pottery with gold—transforming breakage into beauty. Much like this philosophy, Dove’s campaign shifts focus from concealing damage to honouring the process of healing and emerging stronger.
Sairam Subramanian, Vice President, Hair Care, Unilever, said, “Reborn Stronger is more than a campaign, it’s a cultural reframe. It challenges the way we perceive damage, not as something to hide, but as part of a journey toward strength and self-acceptance. Through this narrative, Dove celebrates every woman who has rebuilt herself in the face of various challenges, who carries her scars not as flaws, but as symbols of resilience. Because real beauty isn’t in never falling, it’s in rising, transformed.”
At the heart of this launch is a poetic and visually striking brand film, which opens with a symbolic close-up of fractured hair strands—representing deep, internal damage. As the cracks are filled with golden light, mimicking the art of Kintsugi, we see real women in moments of restoration—brushing, tying, and embracing their hair in everyday gestures. Each frame conveys strength, vulnerability, and the quiet triumph of being reborn stronger.
The voiceover delivers a moving reminder, “It’s not about going back to what you were. It’s about coming back stronger than ever before.”
Scientifically advanced yet emotionally rich, the new Peptide Bond Strength range features a Protein-Peptide Complex that penetrates deeply into the hair fibre, repairing broken bonds from within and rebuilding structure strand by strand. The result: hair that is not just repaired but reborn.
Whether recovering from physical damage or emotional setbacks, Dove’s new campaign resonates with a universal truth—true strength lies in the comeback. The Reborn Stronger movement is for everyone who has ever rebuilt themselves from the inside out—reminding us that when we rebuild the bonds, everything changes. Hair included.
