Dove unveils latest Real Beauty ad

DoveDove, the Unilever-owned personal care brand, is stepping up its controversial Campaign for Real Beauty with the launch of television advertising showing naked women aged over 50.

It is the latest twist in Dove’s long-running campaign, created by Ogilvy, which claims to help women feel better about their bodies irrespective of age, shape or skin tone. The “pro-age” execution attempts to show that “over 50 is not over the hill”, according to Unilever, which claims it is “fighting back” against traditional images of beauty.

Unilever claims research it has conducted shows that up to 94% of women believe society should change its attitude to ageing. Nearly 90% of mature women think the media needs to provide a more accurate representation of their age group while 27% say traditional images of beauty leave them feeling invisible, says the company.

The research involved 1,450 women between the ages of 50 and 64, carried out across nine countries. The first ad will be aired this week on ITV during Dancing on Ice.


Casio reviews account at CheethamBell JWT

Marketing Week

Watch and electronics brand Casio is reviewing its multi million-pound advertising account. The account is held by Manchester-based agency CheethamBell JWT. It is not known if the agency will repitch for the business. Media planning and buying, which is handled by Vizeum, is understood not to be affected by the review. Marketing manager Anna Ghosh […]

Sky misses subscriptions forecasts but profits are ahead

Marketing Week

Satellite giant BSkyB has missed analysts’ forecasts for subscribers to its TV package in the three months to December 31, but says profits are ahead of forecasts today. The company says it has added 183,000 TV subscribers in the second-quarter of its financial year, below the average forecast of 190,000, giving it a total of […]

Interactive 2007

Marketing Week

Once again, online marketing is outperforming all other advertising sectors, overtaking national press in terms of adspend – and reaching half the spend on television. Yet while increasing numbers of brand owners are moving online with seeming confidence, they face new challenges. Brands may now be convinced of the important role the internet can play […]


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