Dove is known for moisture (the 1/4 moisturizing milk concept) and real beauty. This is what it has focused on and advertised for in the past.
However, their Dove hair market shares remained stagnant and dropped in some markets. It turned out that being moisturized is not enough when it comes to hair care. Also competitor brands are also claiming the same. So their RTB is too weak for this very functional category.
It was discovered that what women really want is a solution to their particular hair problems. Damage is one of the top ten desired changes in hair and 50% of women in Arabia want less split ends and damages hair. This gave way to introduction of the new dove hair care line, called 'Dove Therapy'. The moisturizing milk is now replaced with serum.