Unilever: No to normal

Dove, a toiletries and cosmetics brand owned by Unilever, increased media coverage, impressions and engagement by removing the word ‘normal’ from all communications.

Products created for 'normal skin' and 'normal hair' suggest that there is a 'normal', and that anything outside of that is 'not normal' or 'lesser'.

Context

Unilever wants to be a progressive beauty business. However, the commitments at the centre lacked the differentiation to cut-through.

Brief

They came to us for an iconic campaign that would position Unilever as a progressive beauty business. Budget: £200,000.

Objectives

Grow awareness for Unilever Beauty & Personal Care to make people feel emotionally engaged with our business by:

  • Build presence and credibility for BPC by showing that we are a progressive beauty business
  • Stand...

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