Dove’s Bold Move: “Shampee” Shines While New Shampoo Line Draws Mixed Reactions

By Cheryl Montego

January 15, 2025

Dove, a staple in the personal care industry, has unveiled a new hair care product line that has stirred up a mix of admiration and revulsion. Leading the charge is “Shampee,” a golden yellow shampoo formulated to give hair a vibrant sheen, but the company’s decision to recolor its entire traditional shampoo line to brown with a slightly rancid smell has sparked an entirely different conversation.

The Golden Glow of Shampee

Shampee, with its golden yellow hue and promise of a healthy shine, is marketed as a revolutionary product. Enriched with minerals, the shampoo aims to nourish hair while providing a radiant, glossy finish. However, the product’s slight ammonia scent has raised a few eyebrows.

“Shampee represents vitality and boldness,” said Amanda Harper, Dove’s spokesperson. “Its golden color is intentional, symbolizing confidence and brightness. The unique scent? That’s part of the experience — a sensory marker of something extraordinary.”

Despite its unusual aroma, many customers have praised Shampee for its performance. “It’s like my hair drank sunshine,” raved Jake Lin, an influencer on X who shared a glowing review with his 1.2 million followers. “The shine is unparalleled, and I’ve gotten compliments nonstop.”

The Controversy Over Brown Shampoo

In a surprising move, Dove has also reformulated its entire traditional shampoo line, recoloring the products to a rich brown hue and adding a slightly rancid smell. The result, which some have likened to excrement in both appearance and aroma, has divided long-time Dove users.

“Why would anyone use a shampoo that looks and smells like that?” asked Carolyn Porter, a former Dove loyalist. “It’s almost like a prank, but unfortunately, it’s real.”

Dove, however, sees the redesign as a way to stand out in a saturated market. “The brown tones evoke raw, natural beauty,” Harper explained. “We want to challenge traditional expectations and offer products that are as authentic as they are effective.”

Public Reactions Flood X

On X, the social media platform formerly known as Twitter, the new shampoos have become a hot topic. Reactions range from outrage to amusement, with #DoveShampoo trending in multiple regions.

“Dove’s new line is genius,” said user @EcoGlamGuru. “It’s daring, it’s memorable, and honestly, my hair has never looked better.”

Others are less impressed. “I can’t get past the look or the smell,” wrote @CleanQueen2025. “This feels like a bizarre social experiment, and I’m not volunteering.”

Some users found humor in the controversy. “First shampoo looked like gold; now it looks like poop. What’s next, Dove? Glittery toothpaste?” joked @ShowerThoughtsDaily.

A Risky Venture or Marketing Genius?

While Shampee’s bold design has garnered a fair share of fans, the brown shampoos have left many questioning Dove’s strategy. Time will tell whether these unconventional choices win over consumers or remain a cautionary tale in branding.

For now, Dove has succeeded in one area: people are talking. Whether that translates to sales remains to be seen.