Dove reveals how women struggle with their own reflections

Dove inspires women to reconsider how they see themselves at the sixth annual Mom 2.0 Summit

Englewood Cliffs, NJ (May 2, 2014) - Many women have a complex relationship with the mirror because they are not happy with the way they look. Sadly, one in three women say they feel anxious and hardly ever smile at themselves because of what they see in the mirror , according to new Dove global research. The new Dove Mirrors campaign invites women to recapture the elation they felt when they looked at their reflection as young girls and pass that feeling on to the next generation. When women look in the mirror, they see more than just their appearance, and the simple act of smiling can impact both how you look and how you feel. With this campaign, Dove encourages women to see what they like about themselves rather than the negatives.

In Mirrors, Dove illustrates the reaction women have when looking at their own reflection in contrast to young girls. The spot shows women and girls reacting to their reflection in the mirror. The women frown at their reflection, while girls love what they see. Learning to like your own reflection can help raise a woman’s self-esteem and thereby enable her to realize her full potential. Dove research shows that 80% of women feel anxious about the way they look and only 4% would describe themselves as beautiful. Dove wants to encourage women to develop a positive relationship with beauty. When a woman feels beautiful, she radiates happiness and confidence.

“In an effort to create a world where beauty is a source of confidence, not anxiety, we strive to inform, inspire and ignite conversation and change,” said Jennifer Bremner, Director of Marketing, Dove. “Dove hopes that the Mirrors campaign inspires women to reassess how they see themselves and ensure that every encounter a woman has with her own reflection is a positive affirmation of her beauty.”

During the sixth annual Mom 2.0 Summit (May 1-3), Dove will convene with the leading digital voices in parenting to host a keynote panel conversation bringing together forward-thinking perspectives on beauty and confidence. Moderated by HLN Morning Express news anchor, Robin Meade, the panel will feature:

  • Pippa Lord – Lifestyle expert and former photography director will share a perspective on the future of confidence through the lens of beauty
  • Dr. Robyn Silverman – The award-winning psychologist will broaden the conversation, bringing to light the relationship between an individual’s confidence and their feelings of beauty
  • Karen Walrond – Author of The Beauty of Different will share her perspective on the ever-evolving definition of beauty
  • Jennifer Bremner - The Director of Marketing for Dove will discuss the evolving beauty conversation over the past decade and how the industry is evolving

Bremner adds, “Women tend to be self-deprecating when they look in the mirror and this affects their overall confidence and happiness in their beauty. It is important to facilitate these essential conversations that can help women rethink how they see their beauty and themselves.”

Girls ‘mirror’ their mothers’ behavior

Girls replicate their mothers’ behaviors about beauty, confidence and self-esteem. A striking 72% of girls feel tremendous pressure to be beautiful. It is important that mothers recognize the beauty in themselves and set positive examples for their daughters. Dove invites all women to recapture the elation they felt when they looked at their reflection as young girls and pass that feeling on to the next generation. The brand has set a global goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached over 13 million so far.

Learn more about Dove Mirrors at www.Dove.com/BeautyIs or join the conversation at #BeautyIs.

About Dove®

Dove®, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove® product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care, styling aids and Dove® Men+Care™, developed specially for men. Dove® is available nationwide in food, drug and mass outlet stores.

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove® personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca

About Mom 2.0

The Mom 2.0 Summit is a premier professional conference for influential mom bloggers and female entrepreneurs who create online content. Every year, leaders in media and industry converge at the Summit to compare notes, discuss ideas, and forecast what’s next for women online and in the marketplace. Mom 2.0 was conceived in 2008 to facilitate a much-needed, focused conversation between moms and marketers in the growing online marketing and social media space. Even then, as Mom 2.0 launched its first event with 175 attendees in Houston, Texas, the conference hashtag was trending worldwide on Twitter. In 2013, Mom 2.0 brought together over 550 individuals and remained true to its original intent…to facilitate smart conversation and foster the ongoing development of this influential space. In May 2014, Mom 2.0 will bring together over 500 leading bloggers, women entrepreneurs, and marketers representing parenting, entertainment, food, politics, technology, social change, business, travel, design, and more. Our attendees will gather together to discuss trends and share best practices, while sponsors can promote their intentions, goals, messages, programs and products in an intimate setting that is ideal for making lasting connections. Meet smart people. Hear success stories. Discover what’s working. Mom 2.0 Summit is a boutique conference designed to deliver rich content and inspiring conversation.

Marissa Florindi/ Edelman

Ph: 212 704 4477

marissa.florindi@edelman.com

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