Unilever Spotlight

Traditionally, much personal care marketing has been based on the implied suggestion that the target female consumer has imperfect looks, but that using a particular product can change this. A lot of marketing aimed at women plays to a certain extent on feelings of insecurity or even inadequacy, taking advantage of aesthetic norms that have become near-universal in western culture. Although this is done subtly, the cumulative effect is generally to encourage among female consumers a widespread negative view of themselves.

However, the first signs of a change in attitude in the personal care industry are appearing. In the US, Unilever's [ULVR.L] Dove brand has teamed up with Bath & Body Works and Mattel [MAT], using its American Girl brand, to spread a marketing message that will encourage women to be happy with the bodies that they have. The marketing strategy for the American Girl-branded shampoos and cosmetics, to be launched next month according to USA Today, builds upon Dove's 'campaign for real beauty' commercials that have appeared in recent months.

In Dove's campaign, advertisements for skin firming products featured women of varying ages and with various body types looking happy with their bodies. These ads suggested that there is more than one kind of beauty. Indeed, this broader definition of beauty is essential for the success of this type of marketing, as it still needs to suggest that the product advertised will enhance consumers' current appearance.

The 'real beauty' campaign risks facing accusations that it is giving out a mixed message, telling girls both to celebrate themselves as they are while suggesting that , by using the products, they can also improve their appearance. Nevertheless, there is certainly enough evidence to suggest that this novel marketing approach will be welcomed by female consumers who appreciate a refreshingly realistic interpretation