Dove has unveiled a new advertising campaign called “#MyHairAMiModo,” which roughly translates to “my hair, my way.” The campaign’s objective is to stimulate meaningful discussions regarding harmful hair stereotypes and promote hair positivity.

The commercial is based on research conducted by Dove, which revealed that nine out of ten women feel pressured to conform to societal expectations when it comes to styling their hair. It features a diverse group of women with varying hair types, accompanied by a reimagined rendition of Bomba Estereo’s “Soy Yo” in the background.

Li Saumet, the lead singer of Bomba Estéreo, spoke about the anthem, stating, “The updated verses are about being genuine, being original, and, above all, accepting and celebrating yourself as you are. The connection was very organic for me because I often experiment with my hair to express myself and my personal style. It’s important for brands like Dove to address the pressures Latina women face concerning their hair because the more we talk about it, the more possibilities there will be for positive change”.

Dove Hair Global Vice President Bérengère Loubatier explained, “Through #MyHairAMiModo, we aim to uplift Latina community voices and celebrate the beauty of all hair types, textures, and styles, so that Latina women feel empowered to embrace wearing their hair in their unique way.”