Tuesday, March 15, 2011

Dove Is Comfortable In Its Own Skin

In a recently launched campaign, Dove explores the male side of skin care encouraging men to "feel comfortable in their own skin."

Magic Johnson talks about his father and how his days of collecting garbage influenced who he became later in life.  Other athletes - like Bobby Hurley, John Thompson III, Joe Girardi, Andy Pettitte and Albert Pujols - also take the spotlight, but Magic is easily the most notable.

This is a very nice extension of Dove's Campaign for Real Beauty and the self-esteem fund they launched several years ago to "help girls build positive self-esteem and a healthy body image."   

I am sure that several of my former students at Marquette University will be pleased to see this latest development from Dove since many recommended they create a male-directed campaign when they presented their capstone project at the end of the semester.

It will be interesting to see if "being comfortable in your own skin" will lead more men to the store shelf to purchase Dove. While I like the campaign, I am skeptical that it will lead to a higher cash register ring.

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Sue Northey - Find me on Bloggers.com