A Cruelty-Free Dove: Unilever’s Dove Beauty Brand Partners with PETA To Ban Cosmetic Testing on Animals

A Model Marketer: Unilever, the London-based billionaire behemoth corporation and its Dove Brand continues to model and lead in an emerging and booming marketplace fueled by ethical and environmental concerns. This story is the first part of series of documenting Unilever’s (NYSE: UL) smart, ever-evolving and creative approaches to adapting Dove’s marketing channels, campaigns, partnerships and innovative media outreach to connect with and address its consumers’ concerns: from animal testing to the environment and the diversity and inclusion of women of all ages, diverse groups and backgrounds in Dove’s advertisments and how advertisements can impact young girls and women.

For Unilever’s UnileverUSA Dove Self-Esteem Project campaigns, the brand partnered with creative force and writer shonda rhimes, the Creator of “Grey’s Anatomy,” “Scandal” and Netflix’s recent popular series “Bridgerton” to serve as the the campaign’s ambassador. In addition to running her media empire, Shondaland, Shonda Rhimes, along with Dove and Real Beauty Productions, will showcase the journeys of women and girls impacted by the Dove Self-Esteem Project. Dove has also partnered with the online platform Refinery 29, a go-to site for young women.

Along with its cruelty-free beauty campaign (discussed herein,) the company launched a new environmental campaign to reduce plastic packaging by 2025. In 2020, Unilever joined 13 EU member states and more than 60 companies to sign a pact to use recycled plastic for all plastic packaging and single-use plastic products by 2025. The company also announced plans to cut its global footprint in half by 2030.



A New Union United Against Animal Cruelty: Dove and PETA against animal testing worldwide.
The logo has become an important visible cue for ethically concerned consumers, a rapidly increasing market that is demanding corporate attention.

Pushing Ahead: Aiming for Legislation, Unilever Is Collaborating with the European Chemicals Agency and the Human Society International

Unilever continues its efforts against testing animals, partnering with the European Chemicals Agency.

Controversy on Intent: Ethical Concern or Savvy Marketing?

“We urge other large beauty brands to follow this example and join us on the right side of history,” stated Troy Seidle, HSI’s Vice-President of Research and Toxicology.



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