Dove doubles down on experiential retail to drive haircare growth

Dove is launching a pop-up from 27-29 March at Westfield London’s North Atrium to mark the launch of Dove Scalp + Hair Therapy, a new dermatologist-backed haircare range.

Designed to reposition the scalp as “the foundation of healthy hair”, the installation will offer a multi-sensory journey that combines education, expert insight and product discovery.

The space will feature interactive zones, product storytelling and consultations with trichologists, all presented through a design approach more commonly associated with skincare than traditional haircare.

Shoppers can take part in a 10-minute scalp analysis conducted by experts before exploring the range and learning more about scalp health.

The experience forms part of a broader retail strategy that combines large-scale experiential marketing with in-store activity across Boots locations nationwide.

It also reflects a wider shift in Dove’s strategy toward beauty-led retail experiences, using design, education and expertise to align haircare more closely with skincare and respond to growing demand for targeted solutions.

Dove Scalp + Hair Therapy is positioned as a complete scalp care system, focused on restoring and strengthening the scalp’s protective barrier while supporting hair health. Developed by scientific teams, the range uses skincare-inspired ingredients and technology.

The Density & Growth range, powered by Dynazinc technology, is designed to help anchor hair follicles to the scalp and extend the hair growth cycle by inhibiting the enzyme that weakens the bond between fibre and follicle.

Meanwhile, the Soothing Hydration range uses a combination of Hyaluron-Complex and pharma-grade glycerin to deliver long-lasting moisture to dry or dehydrated scalps, supporting the scalp barrier and helping create conditions for healthier-looking hair.

Consumers will be able to explore both collections in the Dove Scalp + Hair Therapy range at the pop-up.

Image credit: N2O