Unilever's Dove ads use men to sell women's soap

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RIO DE JANEIRO--Gessy Lever here is using male testimonies to promote Dove Light, its new soap aimed at women.

A $2.6 million TV and print campaign through Ogilvy & Mather Worldwide, Sao Paulo, features several men talking about the differences they have noticed in their girlfriends' skin since they started using Dove Light.

"Women take care of themselves especially for their boyfriends. It's important to be noticed for them," says Zuza Tupinamba, creative VP at O&M.

Unilever aims to develop the nascent market of "light'' soap products aimed at women with sensitive skin. According to Abihpec, the local association of personal care and cosmetic products, Brazil's $415 million soap market is predicted to grow by at least 13% this year.

Copyright August 2000, Crain Communications Inc.

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