Dove® Takes On Advertising That Can Negatively Impact Self-Esteem And Gives American Women The Power To Pay Positive Beauty

 Dove® Takes On Advertising That Can Negatively Impact Self-Esteem And Gives
      American Women The Power To Pay Positive Beauty Messaging Forward

Facebook Application Hands Control Of Advertising Over To Women Across The
Country In Celebration Of International Women's Day

PR Newswire

ENGLEWOOD CLIFFS, N.J., March 8, 2013

ENGLEWOOD CLIFFS, N.J., March 8, 2013 /PRNewswire/ --33 million women made
over advertising that highlighted their insecurities and impacted their
self-esteem as part of the Dove^® Ad Makeover in 2012.In celebration of
International Women's Day, Dove^® announced that women in the United States of
America will once again have a voice to fight back against ads about muffin
tops and belly bulges, and instead can support positive beauty messaging
thanks to the Dove^® beauty brand.

Due to an incredibly positive response from American women, Dove^® is
re-launching the Ad Makeover campaign in 19 countries in celebration of
International Women's Day, a global movement to inspire women and celebrate
their achievements. The Dove^® Ad Makeover will pass the power of advertising
to women, by empowering them to send positive messages to other women through
a Facebook application, which can be found at This app
has the potential to, once again, reach millions of females with positive
messages and give women (and men) the unique chance to spread positive
advertising across the U.S.A.

Sadly, only 4% of women around the world consider themselves beautiful.^[1]
Dove^® wants to inspire all women to reach their full beauty potential, and is
committed to creating a world where beauty is a source of confidence, not
anxiety. A Dove^® global study found that 80% of women agree that every woman
has something about her that is beautiful, but do not see their own beauty ^
[1]. The Dove^®  Ad Makeover  will reinforce the beauty women see in others
by giving them the opportunity to share positive messages with women beyond
their personal network, freeing women from criticizing online ads that chip
away at their self-esteem.

"Dove has always listened to women and we feel that International Women's Day
is the perfect time to once again inspire them by bringing our Ad Makeover
Facebook app to America and to 18 countries around the world," said Rob
Candelino, Vice President, Unilever Skincare."We chose Facebook because of
its power and reach in social media, which would propel these positive beauty
messages to be seen by as many women as possible."

Pumping Positivity Into The Social Sphere
The Dove^® Ad Makeover gives women the power to take on potentially negative
ads with messages that help women feel beautiful. Dove^® is using
auction-style bidding systems used to purchase ads on many online sites to
increase the number of positive messages women see. Women (and men) can
select from one of eight positive beauty messages to appear in available ad
space on Facebook. These words to live by such as, "Your birthday suit suits
you," "Everybody is beautiful" and "The perfect bum is the one you're sitting
on," are just some of the positive beauty messages women across America will
receive, thanks to Dove^®.

The Real Beauty Ripple Effect
Women can see the ripple effect their beauty message has had across the nation
on Facebook (also at and The Dove^® Ad
Makeover program has already reached more than 33 million women in countries
including the UK, Australia and Brazil and a counter on the Facebook app will
track the total number of women who receive positive beauty messages in
celebration of International Women's Day. Dove^® will cover the cost to help
spread all positive beauty messages created. The Dove^® Ad Makeover app
allows for:

  oA notification that an ad story has been published to be posted to
    participant's timeline
  oParticipant to choose keywords that describe other women who should see
    the ad story (from health and travel to fashion and beauty); message is
    published throughout women's Facebook experience
  oParticipant can opt to send app to friend(s) timeline

Women can visit to access the Dove^® Ad Makeover app and
send a positive ad. They can also tweet @Dove using the hashtag #admakeover
to show support for the campaign, which will kick-off on International Women's
Day, March 8^th, 2013.

About Dove^®
Dove^®, manufactured by Unilever, is the No. 1 personal wash brand
nationwide. One in every three households uses a Dove product^[2], which
includes beauty bars, body washes, face care, anti-perspirant/deodorants, body
mists, hair care and styling aids. Dove^® Men+Care™ is the newest range of
products from Dove^®, developed specially for men. Dove^® is available
nationwide in food, drug and mass outlet stores.

About Unilever North America
Unilever is one of the world's leading suppliers of fast moving consumer goods
with strong operations in more than 100 countries and sales in 190. With
products that are used over two billion times a day around the world, we work
to create a better future every day and help people feel good, look good and
get more out of life with brands and services that are good for them and good
for others. In the United States and Canada the portfolio includes brand icons
such as: Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp &
Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care
products, fds, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just
for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus,
Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Skippy, Slim-Fast,
Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and
Wish-Bone. All of the preceding brand names are trademarks or registered
trademarks of the Unilever Group of Companies. Dedicated to serving consumers
and the communities where we live, work and play, Unilever employs more than
13,000 people across North America – generating over $9 billion in sales in
2011. For more information visit or


^[1] Dove Research: The Real Truth About Beauty: Revisited:
^[2] AC Nielsen (2010)

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Stacie Bright


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