CCFC

Tell Unilever: It's Time to Ax their Exploitative Marketing

Unilever says it wants to promote girls’ self-esteem. Its Dove Campaign for Real Beauty has been lauded for challenging the standards of the beauty industry.

There’s just one problem: Unilever is the beauty industry. A manufacturer of diet aids, cosmetics, skin whiteners, and other beauty products, Unilever is responsible for much of the advertising it claims it wants to help girls resist. Unilever’s advertising for Axe grooming products – which appears frequently on MTV and other youth-oriented media – epitomizes the sexist and degrading marketing that can undermine girls’ healthy development.

If Unilever is serious about promoting girls well-being, they’ll start by looking in the mirror. Please take a moment to urge Unilever CEO Patrick Cescau to end the degrading Axe campaign.

May 22, 2013

Subject:

Dear Mr. Cescau,

I am writing to urge you to end your sexist and degrading advertising for Axe grooming products. Axe advertising, which frequently occurs in media popular with children and teens, promotes the objectification and sexual humiliation of women. It is particularly disturbing that these ads continue to run at a time when Unilever is garnering praise for promoting the wellbeing of girls through its Dove Real Beauty campaign. If you are serious about changing the toxic media environment that undermines girls' healthy development, you can start by immediately ending your own marketing for Axe. Sincerely,
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