New Macho, the company’s male marketing strategy unit, to handle the brief
5 August 2019: Unilever’s global male grooming brand, Dove Men+Care, has appointed brand and cultural transformation company, BBD Perfect Storm, to adapt its global Care proposition to continue its consumer relevance. The assignment has been won through New Macho, its male marketing strategy unit, which will lead the project. They have the mandate to ensure Dove Men+Care continues to connect with audiences as the definition and narrative around masculinity ever evolves.
Since launching in 2010, Dove Men+Care has promoted an inclusive vision of masculinity, using ‘care’ as its platform to champion what it means to be a man and a father in today’s world. The work by BBD Perfect Storm will inform the 2020 global brand and creative direction as Dove Men+Care celebrates 10 meteoric years.
This significant win for New Macho comes after it was launched by BBD Perfect Storm in 2018, with a mission to help male-focused brands grow in an era where the definition and narrative of masculinity is being questioned and evolving. New Macho recently published a national survey on the state of masculinity in the UK, one of main conclusions was that the stereotypical notion of ‘success’ for men can be as harmful as the social pressure of ‘beauty’ was historically for women.
Carlos Gil, Global Vice President Dove Men+Care at Unilever, said: “Dove Men+Care is one of Unilever’s flagship brands and has been a great success for us. As we look toward its next decade, we want the brand to play a key role in the discussion and narrative around men and masculinity. If Dove Men+Care is to maintain its business performance we need to understand where men are heading to, as well as how the brand can facilitate this progress. We were really impressed by New Macho’s ability to synthesize our thinking as we inject a fresh creative direction into the brand’s positioning.”
Fernando Desouches, New Macho Managing Director at BBD Perfect Storm, said: “We’re incredibly proud to be working with one of the most successful global male grooming brands. It is a privilege to support the strategic evolution of Dove, an advanced and sophisticated brand as it pioneers the sensitive territories around masculine stereotypes, gender balance and inclusivity. Marketers have a responsibility to consider their brands role in society Dove Men+Care are leading this.”
NOTES TO EDITORS
Dove Men+Care launched in 2010 to fill a white space in the marketplace for grooming products specifically designed for men. Today, its product range includes the #1 dermatologist recommended body wash, as well as body and face bars, antiperspirant/deodorants, and hair care.
BBD Perfect Storm and New Macho
- BBD Perfect Storm is the independent brand and cultural transformation company.
- New Macho is its expert marketing-to-men strategy unit, set up to help brands navigate and grow as the masculinity landscape changes.
- In April 2019 the agency was named both Emerging Agency of the Year by CreativePool, and included in The World’s Leading Independent Agencies of 2019 by The Network One and Campaign.
- It has a staff of nearly 50 people based out of its London offices off the Silicon Roundabout.
- Clients include: Berry Bros & Rudd No. 3 Gin, Etihad Airways, Investec, Mayor of London and the Greater London Assembly, Unilever and Vitality.