The Hoydens got spammed by Unilever’s minions today.
You remember Unilever: the company doing the pornulated “Bom Chicka Wow Wow” Axe and Lynx ads; Unilever, the company whose marketing officer Simon Clift whined that women just can’t take a joke; Unilever, the company pushing racist, classist advertisements for skin whitening products throughout Asia; Unilever, the company hijacking feminist language to profit on a very limited idea of plucked, smooth, cellulite-free female “beauty”; Unilever, the company that only a few weeks ago caved and decided to start trying to look like it’s cleaning up its orangutan-killing act under major pressure from Greenpeace.
“Stuart” from Sydney PR agency Zing dropped us a feisty little note asking us to do some PR for Dove’s new “Go Fresh” range. Apparently he just “came across” our website – how random! – and thought the Hoydens and Hoydenizens would be interested in a range of cosmetic products. Why?
“It’s all about girls being vivacious and having fun!“
Stuart, who goes by just “Stuart”, like “Madonna”, continues:
The ‘Go Fresh’ range features a selection of fresh scented body washes, beauty bars, deodorants and hair care products to help girls wake up and feel fresh all day.
So at this stage I’m sitting here thinking, “Do we really need yet more products aimed at preteens and telling them how stinky and gross their natural bodies are?” Rhetorical question, I know. I forfeit one cherry. If you recruit consumers early, you’re got an extra decade or so of them using your products. If you can get in before the other marketeers grab ’em, all the better.
It’s all about having fun and being carefree, by being fresh! I’d love to hear what you think about the range, so if you’re interested in reviewing the products on your blog send me over your address details and I’ll get some to you in no time.
Yeah, not so much. I’m loving my homemade real soap and hair butter, and Dove deodorant gives me blisters.
What’s more, to launch ‘Go Fresh’ Dove has created the ‘Fresh list’ – a photo compilation website that gives participants the chance to win $20,000!
All you or your readers have to do to enter the competition is upload a photo that depicts you doing something that refreshes your spirit. Some great examples we’re already seen include sipping a cocktail with friends, relaxing in a steamy bubble bath or getting a facial.
Double take. Marketing products to girls with images of cocktail parties? The Advertising Standards bureau probably won’t be thrilled about that. What’s going on here?
I wandered off to the ad section on their website:
Yes, it took me that long. Where’s my cynicism bone this week?
The “girls” they are marketing to are women in their twenties and thirties. Plucked, shaved, smooth, coiffed, thin, able-bodied, relentlessly white women with leisure time and money to burn. Women who think that their lumbar area is disgustingly filthy. (What has she been rolling in to need that much detergent?)
Unilever and Dove don’t even consider this adult market to be grown-up humans; they’re talking to women as if they are children. Children in need of a good scrubbing and deodorising.
“We’d love to hear what you and your readers think about ‘Go Fresh’!”
No Stuart from Zing. You really wouldn’t.
Categories: gender & feminism