DOVE® UNCOVERS THE TRUTH ABOUT CLEANSERS
New campaign reveals that not all bars and body washes are created equal
ENGLEWOOD CLIFFS, N.J., February 19, 2013 /PRNewswire/ — Shoppers choose their cleansers on autopilot, not realizing that soaps and even moisturizing body washes can be harsh on skin. Dove®, the global beauty brand, is launching a national skincare “investigation” called the Dove® Truth Files: Reveal the Truth, Reap the Rewards campaign that invites women to play detective and put their bar or body wash to the test. They will discover the truth that Dove® Body Wash and Beauty Bars provide superior care for skin*, and have the chance to win over 20,000 instant prizes. Known truth sleuth and late night news correspondent Samantha Bee is partnering with Dove® to encourage women to uncover the truth about their cleansers. Bee will host truth-revealing conversations in comedic videos and on the brand’s Facebook and Twitter pages throughout the campaign.
The investigation, headquartered at www.DoveTruthFiles.com, allows women to interact with four tabs in a virtual case file to help discover the truth:
- ‘Suspects’ Tab: Women will be shocked to learn that their bar or body wash may be up to no good when they put theirs to the test against Dove® through interactive videos
- ‘Clues’ Tab: As part of any investigation, women can play games and solve puzzles that reveal that Dove® is different
- ‘Witnesses’ Tab: Women will discover they are not alone in believing their cleanser cares for their skin when they view videos of eyewitness testimony
- ‘Evidence’ Tab: Women can decode hidden messages to view the proof behind the truth
Each part of the case file promises new information, a unique experience and the opportunity to win over 20,000 prizes, including movie tickets, music downloads, custom phone skins, Amazon.com gift cards and a year’s supply of Dove® Beauty Bars.
“Many women believe all cleansers are created equal. The Dove® Truth Files campaign is helping women uncover the truth that their current bar and body wash may not be caring for their skin the way they should,” said Rob Candelino, Vice President, Unilever Skincare. “What’s really unique is that we are rewarding everyone who participates in the campaign, providing them the opportunity to win thousands of prizes simply by interacting with our investigative games and allowing them to see the truth for themselves.”
Truth Tuesdays: Conversations with Samantha Bee
Samantha Bee, who is known for her dedication to the truth as a satirical news correspondent, will serve as the Dove® Truth Investigator and host ‘Truth Tuesdays’ every week from February 19 through the beginning of April on www.DoveTruthFiles.com and on Twitter using #TruthTuesdays. Beginning today, women can participate in Truth Tuesdays by engaging in truth-themed conversations with the brand and Samantha Bee around pop culture, family and beauty.
Dove® Truth Investigator Samantha Bee took to the streets of New York asking real women to come clean about what really happens in their shower. Are they multi-tasking? Having a one-woman dance party? Samantha Bee uncovers it all … IN her shower! Women can see the truths that were revealed when the video debuts on February 26 on the Dove® Facebook page.
“The best part of my job is getting to the bottom of a story and uncovering the facts,” said Samantha Bee. “I was shocked to learn that some cleansers can be harsh on skin. I’m excited to work with Dove® and show women that the truth is good skin care is not in every bar of soap or bottle of body wash and Dove® really is different!”
The Truth: Revealed
The Dove® Truth Files campaign helps women see the proof that Dove® is different. Dove® tested itself against other cleansers and the results are in: Dove® Body Wash and Beauty Bar provide superior care for skin.
The Dove® Beauty Bar does not strip your skin like soap. Since 1957 the Dove® Beauty Bar has cleaned skin as well as soap without stripping skin of essential nutrients, the way soap does. Dove® replenishes nutrients lost during cleansing and improves the surface texture of skin over time. The bar contains DEFI technology, a unique blend of cleansers and moisturizers that leaves skin soft and smooth and is proven to be more gentle and mild than soap.
Dove® Body Wash cares for skin better than other body washes. The improved Dove® Body Wash formula features glycinate, an ultra-mild cleanser primarily used in high-end face products, that has enabled the brand to create its mildest cleansing system to date. Only Dove® Body Washes combine gentle cleansing with NutriumMoisture® technology that takes a dual approach to healthy looking skin by repairing and maintaining its protective layer during cleansing.
The proof that Dove® provides superior care for skin has been revealed. The brand used industry standard test paper that behaves like the surface of skin to demonstrate the difference between other cleansers and Dove®. Women can see how their bar or body wash stacks up against Dove® by visiting the ‘Suspects’ tab on www.DoveTruthFiles.com.
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 and styling aids. Dove Men+Care is the newest range of products from Dove, 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 Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.
Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.
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1AC Nielsen (2010)
*All references to Dove Body Wash include the Deep Moisture, Gentle Exfoliating and Sensitive Skin variants; improved Dove® Body Wash combines our gentlest cleansers and superior nourishment for the proven best care. Dove® Beauty Bar is made up of 1/4 moisturizing cream, maintains and replenishes skin’s natural nourishment during cleansing.
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Dove Truth Files: Samantha Bee Investigates Shower Habits
Bar Witness Testimonial: Real Women Discover the Truth about their Soap
Body Wash Witness Testimonial: Real Women Discover the Truth about their Body Wash