Dove had established fame and success with its ‘Real beauty’ campaign but this success wasn’t being reflected in the haircare category. This paper demonstrates how Dove went from decline to growth in the Latin American market where mistreating hair was the norm. The ‘Favourite things’ campaign showed how women mistreat their hair in the course of living and having fun, and the ways that Dove could put things right. It led to incremental value at €125.6m with net profit of €30,057,550m and a profit ROMI of €1.67:1