truth in advertising
Posted by Sheila Shayon on April 17, 2013 04:53 PM
Only four percent of women worldwide consider themselves beautiful according to Dove, whose latest installment of its famed Real Beauty campaign presents a social experiment to dispell negative personal perceptions.
The tagline of the campaign, "You are more beautiful than you think," demonstrates the disparity between a woman’s self-image and a stranger’s perception, playing on the common saying , "You are your own worst critic."
Created by Ogilvy Brazil, FBI-trained artist Gil Zamora, an forensic expert who has sketched more than 3,000 eye witness reports, first drew portraits of seven women of different ages and backgrounds according to their own description, followed by sketches of those same women according to strangers who had just met them on the same day.
In the "Dove Real Beauty Sketches" video (watch below) produced for the campaign, the participants say things like, "My mom told me I had a big jaw," "I kind of have a fat, rounder face," and "I'd say I have a pretty big forehead."Continue reading...
Posted by Dale Buss on April 3, 2013 01:02 PM
The idea of launching the Axe Face Line with a Facebook promotion obviously was too literal. So the Unilever brand is launching its new line of facial-care products instead with a "Facescore" campaign on Tumblr as a social face-off, supported by ads running on various media websites — and, of course, a presence on Facebook too.
In doing so, Axe is entering a segment of the men's care business of the first time — a more challenging territory than when it had a fairly singular focus on helping young guys simply smell great so they could attract hordes of women.
The launch of the Axe Face Line—including a face wash, shave gel, and post-shave hydrator in four variants—also gives the brand a chance to circle back to promoting Unilever's "Astronaut" marketing platform for the Axe brand (and Lynx brand, in certain territories) grand giveaway of 22 trips to space in 2015.
"Research has shown that a majority of guys don't use facial cleanser; they reach for bar soaps or shampoos or other things to wash their face," Mark Link, Axe US brand manager for Unilever, told brandchannel. "We're launching [the Face line] to address their skincare needs."Continue reading...
truth in advertising
Posted by Sheila Shayon on March 14, 2013 10:11 AM
In a day where digital design renders face-lifts, tummy-tucks and general tune-ups de rigueur, Dove remains an innovative stand-out as they extend their "Real Beauty" campaign beyond advertising.
33 million women made over advertising that highlighted their insecurities and impacted their self-esteem as part of the Dove Ad Makeover campaign last year, and in honor of International Women's Day, the brand is reprising the campaign and taking it global.
The Dove Ad Makeover invites women to send positive messages to other women through a Facebook application. "Dove has always listened to women and we feel that International Women's Day is the perfect time to once again inspire them by bringing our Ad Makeover Facebook app to America and to 18 countries around the world," said Rob Candelino, VP Unilever Skincare, in a press release.
The Unilever-owned brand is refreshing its long-running, and highly acclaimed "Dove Campaign for Real Beauty"—which fights unrealistic portrayals of women while pushing for realistic, positive ad messaging—with a social media-promoted Photoshop Action that works like a Trojan Horse by leveraging the element of surprise on those responsible for "unreal beauty" images in advertising.Continue reading...
Posted by Sheila Shayon on March 6, 2013 12:26 PM
In just one week, the EU’s sweeping ban on animal testing for cosmetics and personal care products goes into effect.
"All personal care products, from high-end to drugstore brands, will be subject to the rules," and "final products cannot be tested on animals and nor can any of a given products’ ingredients."
The European ban starting March 11th is a hard-won victory impacting companies and brands worldwide, and follows two decades of campaigning by organizations such as PETA, public protests, phone calls, and more than 20,000 e-mails.
“It’s enormously important because it started out as an ethical stand—animals should not die for shampoo—and brought about a whole new era of non-animal science,” Kathy Guillermo, SVP Laboratory Investigations at PETA, told brandchannel. “This ban shows that once an animal test is rejected, scientists can and will come up with a new and better way. We need to put the same limitations on household chemicals, pharmaceuticals and medical devices.”Continue reading...
Posted by Shirley Brady on January 31, 2013 07:55 PM
The Old Spice Man is no longer on a horse, but he's got a few other creatures at his back.
The latest W+K effort by director Tom Kuntz for the P&G-owned brand promises unbridled (yet elegant) animal magnetism with The Wild Collection, a trio of manly new scents: Wolfthorn, Hawkridge and Foxcrest. The tagline, naturally, is "Answer the smell of the wild."
Watch the first two spots, featuring tuxedo-clad gents and their wolf and hawk companions, along with their social messaging, below. Update: According to Ad Age, the Wolfthorn spot will run during the Super Bowl — but only in Alaska, home to America's biggest wolf population.Continue reading...
what girls want
Posted by Sheila Shayon on January 21, 2013 05:05 PM
Kimberly-Clark is selling conversation – and its working. Their U by Kotex brand has taken 7% market share of the $2.6 billion feminine-protection business in the U.S. since launch in 2010, and now they’re turning up the heat in an integrated marketing campaign, “Generation Know,” which launched January 7th.
The tone is refreshingly direct in talking about issues of vaginal health, menstruation and wellness, with a goal of busting myths and letting young women understand issues key to their well-being and self-esteem.
“There’s way too much misinformation about girls’ health and bodies out there today; so much that more than half (51%) of girls say it’s hard to separate myths from facts when it comes to vaginal health,” Lauren Kren, brand manager, U by Kotex brand, told brandchannel.
TV spots hit the airwaves, dancing around the “V” word to pass network standards, while franker videos aired online such as the ones above and below, featuring two bold personal testimonies.Continue reading...
what girls want
Posted by Mark J. Miller on October 18, 2012 10:23 AM
In a world that is constantly shoving the idea of a woman only being beautiful if she looks like Kate Upton or Kate Hudson or … well, whoever the latest aesthetic ideal is, it can be hard for a preteen girl to figure out how to own the fact that she’s beautiful, too, no matter how different her body is from the supermodel du jour.
Along with most of American society, Unilever’s Dove soap has girls becoming more anxious, instead of more confident. And rather than prey on that lack of confidence by offering beauty "solutions" and use that info to their marketing advantage, Dove is actually trying to get at the root of the problem and boost girls' confidence and self-esteem.
For three years, Dove has been hosting events for preteen girls across the globe to help them feel better about themselves, according to Cincinatti.com. The aim is to reach 15 million young women globally by 2015, thanks to Dove's Self-Esteem Fund, with an empowering message that takes the brand's highly praised Real Beauty campaign to a critical age.Continue reading...
Posted by Sheila Shayon on May 28, 2012 01:03 PM
Who really crosses the velvet rope in the summer nightlife scene? Those with beautiful hair, according to a series of vignettes produced by NBCUniversal's Integrated Media and Creative Partnerships & Innovations group — the ad sales unit that lines up product integrations for branded entertainment across NBCU's stable of media properties — about Unilever’s new premium hair care brand, Clear Scalp & Hair Therapy.
Featuring 30 Rock's Jane Krakowski; Bravo exec/host Andy Cohen; Giuliana Rancic of E!; and NBC's "Saturday Night Live" alum Tim Meadows, the vignettes portray "Best Night Ever," the story of Logan and Chloe, who gain access to nightlife hotspot "Clear" and rub shoulders with NBCU talent, eventually making it into the exclusive inner sanctum, "The Source."
The campaign is now running on NBC, Bravo, E!, Oxygen, Style, NBC.com, Bravotv.com, Eonline.com, Oxygen.com, MyStyle.com, and DailyCandy, breaking May 21st during "Bethenny Ever After" on Bravo and ending the week of June 11th.Continue reading...