Who owns axe and dove

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Next Sunday Night Spotlight. Dove team is inclined to wear lighter colors, more like being on the soft side of things, featuring organic meals and light music. The Axe team, on the other hand, is more on the rebellious side of things. Members are more likely to wear black shirts and they conduct meetings with much gusto on late evenings with high-adrenaline activities and alcohol overflowing around them.

Carefully looking into the ads, you will wonder how its parent company, Unilever, balances this kind of advertising with that of Axe which depicts scantily dressed modern women who are being seduced by men.

In other words, Axe objectified women while Dove celebrates the natural beauty of women. The marketing experts from the Kellogg School of Management questioned this. This could be the reason why the parent company supports — though not verbally — the product position of its Axe brand. It seems that Dove is also trying to tell women that beauty equates to being young and thin. While some women praise ad campaigns like Dove's "Real Beauty" initiative and " LikeAGirl" by Always, others are skeptical of the motives of ad agencies that play on girl power.

As Everyday Sexism Project founder Laura Bates told The Telegraph in , "There's a big difference between simply pushing out a feminist ad campaign in the hope that it will go viral and actually designing a product with the principle of equality at its heart, say, or embodying that message by acting internally on issues from equal pay to parental leave.

Hopefully, the advertising industry will continue to take notice of the ways sexism manifests itself both internally and in their ads. Because ultimately, the stereotypes we see in ads have a real-life impact on the way we treat women. News U. Politics Joe Biden Congress Extremism. Special Projects Highline. New business. Social media.

So You Want My Job. The future of work. The Making Of Today's Office. World Creative Rankings. Axe wants to give men their own Dove moment in first global brand campaign. By Jennifer Faull - January 13, Share to Twitter. Share to LinkedIn. Share to Facebook.