SOMEONE ASKED 👇
Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?
HERE THE ANSWERS 👇
This concept is not surprising, because Unilever uses the most effective marketing around the product category and brand identity that pleases the consumer to whom the product is marketed. It creates a knowledge structure with motion that has changed to schema over the years. Ax is synonymous with marketing for men who want to attract women, and Dove is a talented women – focused brand. It is a script that is integrated with consumers, almost at the level of popular culture, driving relevant behaviors and buying patterns. It does not have to be hypocritical for a company to do this, because first of all, it is a commercial organization that does not focus on social issues but tries to sell its product. In addition, it is not an unethical factor as it does not harm anyone and does not benefit anyone, it is a marketing strategy designed to create an image for the brand.