Dove Hair set out to shift from recognition to preference by entering culture with a 360 ecosystem of insight-led experiences rooted in beauty, care, and everyday ritual. Taking a multi-touchpoint approach, That Good designed tactile, socially driven activations that positioned the Dove Intensive Repair system as the go-to solution for effective, affordable hair repair—from Repair & Renew, a self-care café pop-up blending nourishment with café culture, to Sweat & Reset, a fitness-meets-beauty experience reframing post-workout recovery—transforming Dove’s trusted equity into active consumer preference and sustained cultural relevance.