Greenpeace puts pressure on Dove as Unilever admits sustainability work ‘far from over’
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
By Molly Innes
Greenpeace is putting pressure on Unilever’s climate credentials with its latest campaign, a subversion of Dove’s ‘Real Beauty’ platform, which turns 20 this month.
The almost six-minute-long film, ‘Toxic Influence: The Dark Side of Dove’, features mothers and daughters speaking about the 20th anniversary of Dove’s Real Beauty campaign, which aimed to highlight the dark side of the beauty industry’s marketing towards women. One woman featured in the Greenpeace film even says: “When I think of Dove, I think of products that are good for the environment, good for your skin.”
The film then contrasts the images of positivity with ones of plastic waste and harm, featuring Unilever products.
A Unilever spokesperson told Marketing Week its ambition is to bring about an “end to plastic pollution through reduction, circulation and collaboration.”
