Unilever launches first ad for Dove+Men

Unilever has launched the first advertising campaign for its male grooming brand Dove Men+Care.


The ad premiered in the US during the commercial break of the Superbowl and launches online in the UK via YouTube today (8 February).

The ad will air in UK TV in March.

The ad challenges the male sterotypes that usually appear in ads for male grooming products and “celebrates real men” by focussing on milestones such as getting married or having children.

The ad stars “real men” rather than models or actors in an attempt to move away from traditional male grooming ads.

It is similar in approach to the Dove Real Beauty campaign, which features non-airbrushed women.

It follows research carried out by the brand that reveals three quarters of men feel misrepresented by way men are represented in ads.

Paul Connell, Dove Men+Care brand manager says: “Dove is proud of its pioneering approach to women and with this new campaign for Dove Men+Care we now have a fresh approach to men as well. We’re taking a light hearted approach and acknowledging the life events that help men become comfortable with who they are, without a cheesy grooming stereotype in sight.”

Dove launched the male grooming brand targeting men over 30
in the UK in January following a trail in Italy last year.

Branding experts believed the range of shower gels and deodorants could be more popular than Unilever’s Lynx brand, which targets a younger male audience.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here