In November, Pantene launched “Labels Against Women,” a new commercial in the Philippines addressing the unfair treatment of women. In short, the advert shows situations in which a woman is labeled differently than a man despite the same actions. While I 100% support changing the perception of women, that is not what I wish to discuss.
If you aren’t familiar with Lifebuoy soap by Unilever, then you’re probably not from Asia where it’s #1 in its category. Lifebuoy is one of Unilever’s oldest brands and positions itself as the soap that saves lives. Straight from the Unilever website:
The brand’s core promise of protection and a commitment to support life through unbeatable protection is at the heart of the brand name itself – Lifebuoy, the guarantee of protection when you are threatened.
On April 14, 2013, Dove took a big step along its path to changing women’s perceptions of themselves. In 2006, Dove began its crusade against the beauty industry with the much hyped short titled Dove Evolution. I want to explain why the Real Beauty Sketches campaign is better.