{
  "schemaVersion": "1.0",
  "generatedAt": "2026-08-28T12:23:08.931Z",
  "id": "59",
  "slug": "dove-scalp-build-up-test",
  "url": "https://www.usp.at/demo-library/dove-scalp-build-up-test",
  "title": "Dove – Scalp Build-up Test",
  "displayTitle": "Dove – Scalp Build-up Test",
  "brand": "Dove",
  "company": "Unilever",
  "category": "Hair Care",
  "claim": "Scalp Build-up",
  "benefit": "Education",
  "technology": "Scalp Sebum Test",
  "claimTypes": [
    "Oil Control"
  ],
  "businessUses": [
    "Retail Activation"
  ],
  "formats": [
    "Diagnostic Tool",
    "Physical Demo"
  ],
  "image": "https://www.usp.at/images/demos/dove-scalp-build-up-test/demo-59-dove-hair-scalp--650x650.png",
  "summary": "To support the U.S. launch of its innovative Scalp + Therapy product line, Dove targeted major retailers, including Walmart, Target, Drug, and Kroger. The campaign aimed to create an engaging in-store experience that not only captured consumer attention but also educated...",
  "publicExcerpt": [
    "The objective was to empower consumers to independently understand their scalp health and choose the right product for their needs, eliminating the need for beauty advisor assistance. Dove sought a solution that would act as both a traffic stopper and an educational tool, driving interest and increasing product conversions.",
    "USP’s Contribution USP Demo Solutions developed an engaging Scalp Sebum Test Demo designed to attract shoppers and provide them with personalized insights into their scalp condition. This easy-to-use diagnostic tool educated consumers on the importance of addressing scalp buildup while showcasing the benefits of Dove’s Scalp + Therapy products.",
    "The interactive demo not only served as an attention-grabbing in-store experience but also empowered consumers to make informed purchasing decisions, aligning perfectly with Dove’s mission to inspire confidence and self-care."
  ],
  "access": {
    "fullCaseStudy": "gated",
    "note": "The full write-up is available on the demo library page after entering an access code. Request access at https://www.usp.at/contact"
  }
}