Skincare brand Dove has unveiled the world’s first curly haired emoji in a bid to break the hegemony of straight haired emoticons and so allow women and girls blessed with curly locks to fully express themselves.
Masterminded by Ogilvy the Dove Love Your Curls Emojis campaign follows a recent study by the brand which found that just 4 in 10 curly haired women in the US found straight hair to be beautiful, choosing to identify with characteristics such as smooth, sleek and shiny instead.
Dove attributes this sentiment to a feeling of disenfranchisement sown by the digital oversight and wider misrepresentations of the style in the media and popular culture.
Philip Heimann, general manager of Ogilvy & Mather Paris said: “By offering curly hair women and girls emojis representative of their hair, Dove continues its commitment to creating a world where beauty is a source of confidence, and not anxiety.”
The new range of emoji characters offers a complete set of styles and colours and are available for download on the App Store and Google Play.