“Longevity isn’t just about how long a brand has existed. It’s about continuing to earn a place in people’s hair care routines, listening to customer feedback, creating accessible products that work and staying true to what made the brand memorable in the first place,” says Dippity Do Marketing Director Marci Miguel Richards.
That philosophy speaks to Dippity Do’s thriving 60-year legacy, one that has required precision, evolution, and trust. Dippity-Do celebrates this milestone, further reinforcing its promise to deliver the highest quality and performance while being accessible to all.
Dippity Do’s story began in 1965, building hair stories and confidence through its products. Over the decades, the brand has continued to evolve, introducing new products and extensions designed to meet changing styles, textures and haircare needs.
The anniversary celebration brings a new line of carefully curated products designed for 2A to 4C hair types. Rooted in decades of styling and innovation, the collection reflects the brand’s ongoing commitment to heritage, consistency, community and accessibility.
Introducing the hero of the lineup, the Light Hold Gelée. Paying homage to the original Dippity-Do Setting Gel, the iconic 1965 styling product that helped establish the brand as a household name. Evolving the product with today’s curl consumer in mind, the lightweight formula now delivers soft hold, definition and touchable movement while honoring the styling heritage that made Dippity-Do a trusted favorite for decades.
Inspired by the brand's Gelée heritage product, Dippity-Do Girls with Curls is celebrating its 60th anniversary with the launch of its “Are You Ready for this Gelée?” marketing campaign.
The campaign will feature original audio alongside a 360-degree social media campaign designed to engage and empower the curly-hair community across platforms. While honoring the legacy of the brand and inviting customers to be a part of what is still to come, the campaign comes to life through a mix of nostalgia, education, creator storytelling and community participation.
Global Cosmetic Industry sat down with Marci Miguel Richards to unpack Dippity Do’s goals for the “Are You Ready for this Gelée” campaign and how the brand continues to evolve as time goes on.
Global Cosmetic Industry: What contributes to a 60-year legacy as a haircare brand?
Marci Miguel-Richards: A 60-year legacy comes from creating quality products people genuinely trust and continue to bring into their routines, regardless of generation. For Dippity-Do, that’s meant maintaining the performance and familiarity consumers love, while continuing to evolve alongside changing hair needs and styling habits.
Global Cosmetic Industry: How do you stay relevant and modern while maintaining the connection to long-term consumers of the brand, especially with a distinct hero product such as the Light Hold Gelée?
Miguel-Richards: The goal is to evolve the way we introduce, educate and position the brand, without losing what longtime consumers already love about it. Light Hold Gelée has a strong history and a recognizable identity, but its benefits still feel incredibly relevant today, especially as more people embrace their natural waves and curls.
We modernize the brand through updated education, creator partnerships and socially relevant digital content that shows how the product fits into current routines. At the same time, keeping the product’s familiar performance and celebrating its history helps longtime consumers continue to feel connected to the brand. It’s about showing that an iconic product doesn’t have to stay in the past. It can continue to be rediscovered and used in new ways by new generations.
Global Cosmetic Industry: From a marketing perspective, how do you capitalize on the anniversary while centering the audience and bringing them into the celebration?
Miguel-Richards: An anniversary gives us a chance to celebrate the brand’s history, but the strongest campaigns make the milestone feel meaningful to new and existing consumers rather than focusing only on the brand itself. For Dippity-Do, that means using the anniversary as a starting point for conversations around personal hair journeys, routines, memories and the role our products have played across generations. We want consumers to see themselves in that celebration, whether they’ve used the brand for decades or they’re discovering it for the first time.
Global Cosmetic Industry: How do you hope the “Are You Ready for This Gelée?” campaign resonates with consumers?
Miguel-Richards: We hope the campaign creates a sense of discovery and excitement around a product that’s been part of the brand for decades. “Are You Ready for This Gelée?” gives us a playful way to reintroduce Light Hold Gelée and show how naturally it fits into modern curl and wave routines. More broadly, the campaign is about getting people excited and confident about styling their waves, curls and natural hair texture. We want consumers to see the product in action, understand what makes it unique and feel inspired to make it part of their own routine.
