Unilever and Management Communication

Management communication is an ongoing process. Baack(2012) defines it as “all efforts to systematically plan, implement , monitor, and upgrade the channels of communication with the organization and with outside organizations that affect a company’s internal operations”(p. 10). Dove, manufactured by Unilever is changing how people view women. Dove saw the need for a communication change. They made a plan and implemented a new way to market their products. They started the Campaign for Real Beauty. Instead of using models, they used real women of all sizes, colors, and ages to advertise their products. “The Campaign for Real Beauty is based on a belief that beauty comes in different shapes, sizes, ages and the real beauty can be genuinely stunning” (Lichi, para 5, 2006).

Unilever’s Companies

Unilever is one of the world’s largest consumer product companies. Unilever operates in Europe, North America, Africa, Middle East, Asia Pacific and Latin American. It includes brands such as Axe, Caress, Degree, Suave, Vaseline, Q-tip’s, Sunsilk and Dove (Unilever, 2012). This is just their personal care lines and does not include food lines. I chose this company because they own Dove. Dove is trying to change the way girls look at themselves and increase self esteem. They are also trying to change how society views women. Dove’s mission is “to make women feel more beautiful by challenging today’s stereotypical views of beauty and inspiring women to take care of themselves”(“Too young,” para 2, 2007).

Campaign for Real Beauty

Dove’s Campaign for Real Beauty is inspiring. In 2004, Dove did a study entitled “The Real Truth About Beauty: A Global Report in order to prove their hypothesis that the definition of beauty had become narrow and ultimately unattainable for the average woman” (“Negative feelings,” para 4,2006). The hypothesis proved to be true and it shed light on the constantly expanding problem of women with low self-esteem throughout the world and attributed...