Tag Archives: Axe

“Real Beauty” is only pocket deep

Dove’s Campaign for Real Beauty is incredible, right?  If you haven’t seen it take a look at these videos:

Finally, a company that standing up for women and disconnecting women’s value from their looks or sex appeal.  This is in stark contrast to the majority of horrific ad campaigns that teach us that women’s worth lies in their beauty and level of sexiness.  One of the worst offenders is Axe grooming products for men.  I have written about them before. In case you aren’t familiar, take a look at these ads:

Terrible, right?  I mean, it’s a good thing we have things like the Campaign for Real Beauty to help combat the awful messages embedded in those Axe ads.  It is easy to see the differences in these two campaigns.  However, can you tell what they have in common?  How about this…


You see Unilever, the makers of Axe, are also the makers of Dove.  Let me repeat that.  The makers of Axe are also the makers of Dove.  The same money that backs the horrific Axe advertising campaigns comes from the same pockets that created the Campaign for Real Beauty.  Ponder that for a moment.  I have been pondering it for quite some time.  I don’t want to believe it, but I have no choice.  Fact is fact whether I like it or not.  So…what does this all mean?

Well, to me it means that Unilever is playing all of us for fools.  They are also proving to me that they have no real interest in crumbling the beauty industry or increasing girls self esteem or making the world and equal place for women to live as the campaign would lead you to believe.  No.  They only care about making money.  The Campaign for Real Beauty, to Dove, is nothing more than an advertising campaign cleverly disguised as an attempt at bringing justice to the world.  Ah, Capitalism!

Now, don’t get me wrong.  I do believe that the Campaign for Real Beauty is wonderful and it should be blasted from every mountain top.  However, I feel that we as consumers cannot abide this sort of underhanded deception being doled out by Unilever.  We must demand that Unilever stop undermining the powerful and necessary work of their own campaign and start advertising Axe in a way that is consistent with the messaging in the Campaign for Real Beauty.  We should accept no less.  After all, it is our children that will live in the world we are creating today and it is ultimately our money that deepens the corporate pockets of irresponsible companies like Unilever who gladly profit at the expense of women.

Ultimately, we have no direct control over Unilever or any other corporation.  However, we can control our own behaviors and actions.  We can choose to let Unilever know we feel about their advertising practices.  We can also choose to not purchase any Unilever products until they change.  No more Wishbone salad dressing.  No more Vaseline products.  No more Skippy peanut butter.  No more Ben and Jerry’s Ice Cream (yes, them too).  No more Unilever.  For a complete list of Unilever products visit http://www.unileverusa.com/ourbrands/.  Be sure to click around and do your homework.  Our actions dictate their actions.

We have the power to send a clear message.  We have the power to create a world where women’s bodies are no longer a commodity.  We have the power to create real change.  If we are willing to come together and take action.

Now THAT would be real beauty!

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