Dove made headlines last year when it turned its iconic logo silver in the wake of Bell Media’s dismissal of longtime CTV National News anchor Lisa LaFlamme. It was widely reported at the time that one key executive behind the firing didn’t like LaFlamme’s decision to let her hair go grey during the pandemic.

Developed by Edelman Canada, the quick-twitch #KeepTheGrey marketing initiative garnered widespread coverage from both trade and mainstream media. At the time, we said that it was emblematic of the brand’s continued efforts to “meet the moment” by capitalizing on the cultural conversation that arose in the wake of LaFlamme’s abrupt dismissal.

Now the beauty brand is making grey hair a permanent feature of its product roster, with the launch of a new line exclusively for grey-haired women, called Love Your Silver.

According to Dove, the shampoo and conditioner brands—currently available exclusively through Amazon—are developed to “make grey hair care more widely accessible.”

Dove said in a release that society doesn’t celebrate aging women, particularly those with visual indications of advancing age like grey hair and wrinkles.

The brand has made the unacceptable beauty standards faced by women a bedrock component of its marketing over the past three decades, and the launch of Love Your Silver is being supported by a short film developed by Edelman Canada that continues that tradition.

“The First Grey” begins by showing women reacting with horror to their first grey hair, but goes on to suggest that it could be the start of something beautiful.

The rest of the video features women proudly embracing their grey hair, with one proclaiming that the “silver-hair journey is a journey of self-discovery,” while another equates women letting their grey hair grow out with being a “bad-ass.”

Leslie Golts, head of marketing, beauty and wellbeing division, with Dove parent Unilever Canada, said that the success of #KeepTheGrey showed that more work is required to address the ageism experienced by women. “We want all women to be seen and represented in the personal care space with quality products catered to all hair types, colours and textures,” she said in a release.

In a LinkedIn post announcing the product launch, Golts said that her first grey hairs made a “strong showing” prior to her 30th birthday. “It can be a real shock to so visibly see these changes,” she said. “We want this to become something to celebrate, and this film is the first step.”