"discover the beauty in your own hair with the deep care in dove shampoos and conditioners" Saying that you can had beautiful hair if you buy dove products
I think men of any age is a potential customer for this product. The product might also be a bit expensive since all the men are wearing business suits?
A bit controversial ad as sexuality in Japanese society is not shown very much. As also an article about sexuality in Japan reports, although Japan was granted democracy and a more free way of living over the years, traditional Japanese moral codes make it so that the prohibitive attitude toward life and sex is still of influence today (Yoshiro Hatano, Tzuguo Shimazi, 'Nippon'). Maybe this ad is meant to break that barrier and portray a more modern and new Japanese, attributing these qualities to the product as well