Unilever presents Dove V.S. Axe

Dove Campaign for Real Beauty was established in 2004, it is a campaign used to influence all kinds of ladies around the world. This organization held a program in 2004, 2005, and 2007 to the public asking for their opinions on the different types of women they’d hired. The purpose of it is to encourage and raise the self esteem of women by telling them that they too can be beautiful. The campaign also teamed up with many organizations to support their right for women’s’ beauty. The organization contains NEDIC (National Eating Disorder Information Center) and the ANEB (another eating disorder) in Quebec. I felt really proud of Dove after reading its mission statement; it had really shock and impressed me at the same time. I think the campaign has encouraged and helped many women out there to realize that they are beautiful on the outside and inside. I think that Dove is doing a great job making women realize their true beauty by asking random women from different ages, instead of models. I find it that it has a very good effect in the media because Dove uses different races and ages of women to show the true beauty.


In my own opinion, I think that the Axe Effect Campaign is a joke! Sure, it does make guys smell nice, yeah right… personally, I think the smell of Axe is disgusting and the message the campaign is trying to show us is just sickening. I think it funny about how the society really thinks of women. They think of us like we will praise any men would has Axe on and that we will go crazy for them. I feel very offended from watching the Axe commercial, I take it that way because it makes it seem like women will follow you around and praise you like God because of it. Watching that commercial reminds me of the previous blog I have done. In that blog, there is an advertisement about smoking. The advertisement is quite similar to the Axe campaign- both sickening!


As a ‘parent’ company for two totally different aspects of campaigns, I think Unilever should really consider balancing them. I find it weird and confuse to hear that Dove and Axe are from the same parent company; they are just too different to be put together. Dove focuses on the importance of women’s self-esteem and natural beauty. Dove sees what is best for women and encourages and influences them to find their true beauty from their heart. The Axe campaign is a whole different story; it wants what is best for the company to gain profit. I find it a problem for Unilever because it is just impossible to image those two different types of companies would have such opposing views. I think the ‘parent’ company should try to balance the missions the two companies are trying to show.