BEAUTY CARE

Dove gives women chance to control Facebook ad space, promote positive beauty messages

BY DSN STAFF

ENGLEWOOD CLIFFS, N.J. — Dove is celebrating International Women’s Day by giving women the power to control Facebook ads so they can fight back against the ones that prey on their insecurities and promote the positive ones.

Beginning on March 8, the Dove Ad Makeover campaign allows women (and men) to use a Facebook application, which can be found at Facebook.com/Dove, to spread positive advertising to people across the country. In 2012, the Ad Makeover campaign reached 33 million women, and this year it promises to inspire widespread self-esteem with its availability in 19 countries.

"Dove has always listened to women, and we feel that International Women’s Day is the perfect time to once again inspire them by bringing our Ad Makeover Facebook app to America and to 18 [other] countries around the world," said Rob Candelino, VP Unilever skin care. "We chose Facebook because of its power and reach in social media, which would propel these positive beauty messages to be seen by as many women as possible."

The app uses auction-style bidding systems used to purchase ads on many online sites to increase the number of positive messages women see. Women (and men) can choose 1-of-8 beauty messages that make them feel beautiful, such as "Your birthday suit suits you," "Everybody is beautiful" and "The perfect bum is the one you’re sitting on." The chosen messages will appear in available ad space on Facebook — paid for by Dove — and a counter on the Facebook app will track the number of women who receive positive beauty messages.

The Dove Ad Makeover app allows for:

  • A notification that an ad story has been published to be posted to participant’s timeline;

  • The participant to choose keywords that describe other women who should see the ad story (from health and travel to fashion and beauty) — message is published throughout women’s Facebook experience; and

  • The participant to opt to send app to friends’ timeline.

To show support for the campaign on Twitter, tweet @Dove using the hashtag #admakeover.

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Tom’s of Maine creates ‘Goodness Report’ to increase communication with consumers

BY Rebecca Haughey

KENNEBUNK, Maine — Tom’s of Maine on Friday announced the launch of Goodness Report, a new way for consumers to learn more about the company’s ingredients, packaging, waste, water, energy and community.

"Our company has been dedicated to human, healthy and environmental goodness since we were founded 43 years ago," said Tom O’Brien, CEO of Tom’s of Maine. "This report is one way we’re trying to increase awareness around what we do, and it’s an invitation for others to tell us which key goodness area we should focus on most to make a lasting, positive impact."

The Goodness Report is a new way for Tom’s of Maine to share information about its story and values-based business practices in greater detail than in the past, O’Brien said.

The new resource features benchmarking completed in 2011, an update on projects supported in recent years and a goals tracker for 2015 and beyond. The Report also invites consumers to prioritize which goodness area matters most to them. The company will take the public’s top pick and increase focus in this area.

For more information, visit TomsofMaine.com/GoodnessReport.

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Hair-removal device wins ‘Most Innovative Product’ award from multichannel retailer HSN

BY Alaric DeArment

ORANGEBURG, N.Y. — Multichannel retailer HSN has named no!no! Hair as the "Most Innovative Product" at its third annual HSN Partner Recognition Gala, manufacturer Radiancy said Friday.

The device uses heat to crystalize and allow for safe removal of hair without the use of chemicals and, the company said, with no mess and no pain. Since launching the product with HSN, Radiancy, a subsidiary of PhotoMedex, has sold more than 260,000 devices to HSN customers and more than 4 million worldwide.

"With the assistance of Skip Borghese, HSN continues to be a strong partner for us, and we are honored to win the ‘Most Innovative Product’ award that recognizes our innovative and best-selling product," PhotoMedex CEO Dolev Rafaeli said. "Our partnership with HSN is one of the drivers behind the retail success of no!no! Hair, and we look forward to building and growing in the future."

No!no! Hair was selected from among 200 nominees, out of 1,200 eligible partners. The award ceremony took place at the Vinoy Resort and Golf Club in St. Petersburg, Fla.

 

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