Dove is a company that sells beauty products mainly for women. Their mission “is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.” Dove’s Self-Esteem Fund which started back in 2006 aims to help girls of all ages that they are beautiful the way they are. Their commercials show “real” women instead of models to promote their products.
Axe is a company that sells grooming products mainly for males. Their products aim to “help men attract women.” By using Axe, you can receive the “Axe affect” of more women being attracted to you. In their commercials, women are portrayed as prizes and every woman looks like a model.
Both brands do very well while using completely different strategies to sell their products. Why do I talk about 2 different brands with completely different marketing strategies; because they are both owned by the same company, Unilever. Unilever is massive company that owns over 400 brands including Dove and Axe. Given both marketing strategies of the two brands, it’s interesting to see if Unilever is just about making money, or if they actually care about women’s self esteems. I would think that owning two brands with opposite marketing strategies wouldn’t go over well.
This was an ad run by Dove telling parents to talk to their daughters before the beauty industry does.
This was a response video that makes fun of Unilever telling parents to talk to their children before Unilever does.
With Unilever having one its brands market against another one of its other brands, it made me question how they run their business. For my second paper I would like to research the practices of this company. To my surprise, I found in an article that Unilever was named one of the world’s most ethical companies in 2009 and still has a great reputation. How could this be if they are willing to literally market against their own brands.