2. UNILEVER'S "REAL BEAUTY" CAMPAIGN FOR DOVE “ WE WANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE BELIEVE THAT BEAUTY HAS BECOME TOO NARROW IN DEFINITION. WE WANT TO DEFY THE STEREOTYPE THAT ONLY THE YOUNG, BLOND AND TALL ARE BEAUTIFUL.” PHILIPPE HAROUSSEAU, DOVE'S MARKETING DIRECTOR, IN JANUARY 2005

17. GOING GLOBAL FOR TOO LONG , BEAUTY HAS BEEN DEFINED BY NARROW, STIFLING STEREOTYPES. WOMEN HAVE TOLD US IT’S TIME TO CHANGE ALL THAT. DOVE AGREES. WE BELIEVE REAL BEAUTY COMES IN MANY SHAPES, SIZES AND AGES. THAT IS WHY DOVE IS LAUNCHING THE CAMPAIGN FOR REAL BEAUTY GLOBALLY IN SEPTEMBER 29, 2004 DOVE LAUNCHED ITS CFRB PROGRAM GLOBALLY DOVE’S GLOBAL CAMPAIGN FOR REAL BEAUTY AIMS TO CHANGE THE STATUS QUO AND OFFER IN ITS PLACE A BROADER, HEALTHIER, MORE DEMOCRATIC VIEW OF BEAUTY. A VIEW OF BEAUTY THAT ALL WOMEN CAN OWN WOMEN CAN OWN AND ENJOY EVERYDAY ACCORDING TO THE COMPANY THE AD CAMPAIGN WAS “INTENDED TO MAKE MORE WOMEN FEEL BEAUTIFUL EVERYDAY – CELEBRATING DIVERSITY AND REAL WOMEN BY CHALLENGING TODAY’S STEREOTYPICAL VIEW OF BEAUTY.” “ BY QUESTIONING THE ACCEPTED DEFINITION OF BEAUTY WE HOPE TO HELP WOMEN CHANGE THE WAY THEY PERCEIVE THEIR BODIES AND ECOURAGE THEM TO FEEL BEAUTIFUL EVERYDAY” SILVIA LAGNADO, SR. VP. DOVE

22. OUR PERSPECTIVE