Dove takes on anti-ageing in world #TheFaceof10 marketing campaign
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Unilever’s Dove has teamed up with actress and presenter Drew Barrymore, together with creators, dermatologists and shallowness specialists, to open the dialog about younger individuals’s pointless obsessions with anti-ageing merchandise and messages.
Dove’s TikTok web page offers steering for fogeys and carers about learn how to broach these subjects and learn how to assist younger individuals keep away from the societal pressures that cause them to chase the fountain on youth by way of anti-ageing merchandise.
@drewbarrymore After I was youthful, I used to essentially specific myself! I liked glitter and I liked stickers. I type of thought you could possibly by no means put on sufficient glitter. I nonetheless type of really feel that approach. Right now, younger ladies are being uncovered to grownup focused anti-aging skincare content material which is making them wish to use anti-aging merchandise! @Dove Magnificence & Private Care analysis exhibits 1 in 4 really feel judged about how their pores and skin appears to be like. Let’s by no means concern getting older as a result of that may be a privilege. If we create highly effective and constructive messaging, we get to be as playful as we would like and as empowered as we would like. I’m partnering with Dove to lift consciousness about this pointless magnificence pattern and assist defend the vanity of younger ladies. #TheFaceof10 #DoveSelfEsteemProject
Firdaous El Honsali, world vice-president at Dove, mentioned: “When did 10-year-olds begin worrying about wrinkles and getting older? It’s time to converse as much as spotlight the absurdity and defend their shallowness. Dove believes a 10-year previous’s face ought to be a canvas for carefree enjoyable, not anti-ageing merchandise. For twenty years, we’ve taken motion to construct confidence and shallowness for thousands and thousands of ladies. Right now, our ladies are anti-ageing earlier than they’ve even began to develop up and want us greater than ever.”
The brand new marketing campaign is a part of Dove’s Self Esteem undertaking, which the model says has reached greater than 100 million younger individuals globally because it was launched in 2004, and has a objective of reaching 250 million by 2030.
Ogilvy UK’s marketing campaign extends throughout social media within the UK, Europe and the US. Media is by Mindshare.
After 20 years, there’s a hazard that Dove’s pioneering work is changing into acquainted background noise. This marketing campaign isn’t a corker however the model remains to be doing good work.
MAA artistic scale: 5
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