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Unilever of Two Minds on the Subject of Women

Goodwill Cut in Half by Axe Messaging

By Published on .

Piers Fawkes has a nice visual presentation of Unilever's schizophrenic treatment of women. In Dove land, your daughters and mothers are saints. Protect them from the ills of modern society. In Axe land, though, your daughters and mothers are little more than sexually crazed skanks who'd drop their panties at the first whiff of Axe -- which is likely why it sells so well with 13-year-old boys. Of course, Unilever can get away with this because the average consumer never connects the two brands. And while this dichotomy has been present since the first day of Dove's "Real Beauty" years ago, it doesn't make it any better.
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