Encouraging Indonesian Women to Be Confident with Their Hair, Dove Collaborates with Dian Sastrowardoyo and Eka Gustiwana Through the Song 'Rambutku Mahkotaku'

Kapanlagi.com - Dove is running a campaign called Rambutku Mahkotaku with a mission to increase the confidence of Indonesian women. In this campaign, Dove collaborates with famous artist, Dian Sastrowardoyo, and 4 inspirational women who represent the diversity of Indonesian women's hair.

"Dove believes that every woman has their own version of beauty, including their hair type and style choices. However, a survey conducted by Dove stated that one in two women often receive negative comments about their hair. In addition, they often receive negative comments and ridicule about their hair style/appearance from their closest people, namely family or friends. Through the song 'Rambutku Mahkotaku', Dove hopes that more Indonesian women will be proud of their crown," said Stella Tika Lestari, Senior Brand Manager of Dove.

Furthermore, Dove also collaborates globally with UNICEF for the Dove Self-Esteem project. This collaboration aims to increase self-confidence and self-respect for young people around the world. In Indonesia, this collaboration is realized in the Positive Body Image learning module, which encourages Indonesian teenagers to appreciate the uniqueness of their bodies and increase their self-confidence. In 2021, more than 6,500 teachers have participated in training so that we can reach more than 300,000 teenagers with this 'Positive Body Image' module.

1. Hair Shaming Affects Women's Confidence

Experiencing hair shaming apparently has an impact on women's self-confidence, and can even hinder their potential. As many as 88% of women feel that their social life is disrupted by hair beauty standards, in addition to 75% of women losing their confidence and 60% of women not feeling confident enough to leave the house.

"Cultural factors make society have its own beauty standards. Often, this is interpreted as a demand and a necessity to make women feel accepted in their environment. When women appear 'different', including their hairstyle, and feel unaccepted, it will have an impact on their psychological condition. They will feel insecure, even worthless. This condition will then disrupt mental health, hinder potential, and limit social interaction," said Indah Sundari J, M.Psi regarding the above survey.

2. Involving Dian Sastrowardoyo to Eka Gustiwana

Dian Sastrowardoyo is involved in the campaign 'My Hair My Crown' Dove / Credit Photo: Youtube - Dove Indonesia

What's special is that Dove also involves music composer, Eka, to package positive messages in a song and music video format entitled Rambutku Mahkotaku (My Hair, My Crown). The song and music video clip are inspired by personal stories experienced by Dian Sastrowardoyo and 4 inspirational women who represent the diversity of women's hair in Indonesia. They are Marischka Prudence (travel blogger), Poppy Sovia (actress), Agnez Oryza (beauty blogger), and Natya Bestari (ship engineer).

"By presenting figures like this, it is hoped that many women can connect with the song Rambutku Mahkotaku because they have relevant experiences," added Stella.

Dian Sastrowardoyo, an artist and also Dove's brand ambassador, admitted, "I am happy to be involved in this work because the issue is close to me, where straight hair was once commented as boring. Music is also a strong and fun medium to convey this positive message. I also really like the lyrics, 'All hair is beautiful as it is, as long as we take care of whatever style it is', this is a very memorable lyric. Hopefully, this song can strengthen women who have received negative comments about their hair and more Indonesian women can be proud of their crown."

3. Strong Message in the Song 'My Hair My Crown'

'My Hair My Crown' Dove by Eka Gustiwana / Credit Photo: Youtube - Dove Indonesia

For the music composition, Eka Gustiwana as the composer incorporates various elements of different genres. In addition, he also emphasizes the main strength of the song which is in the lyrics with a strong message.

"I am happy to be given the freedom to explore several genres in each part of the song so that the message can be conveyed with fun and entertaining. I include electro-disco and nu-disco genres in the refrain, hoping that the message of hair style freedom can be conveyed with a spirited beat. In the verse, I include electro-pop which gives the singer room to express their experience of hair bullying, but still with a positive nuance," said Eka.

4. Watch the Video!

(kpl/gtr)