Dove Men+Care wants to normalize facial care for men

02/13/2013 | Wall Street Journal, The

Unilever is launching a campaign for its new lineup of Dove Men+Care facial-care products with the tagline "end the face torture." A spot features a nonactor -- a fireman from Canada -- exercising, doing chores and getting poked in the face by his children. The goal of the campaign is to activate the nearly 50% of men in the U.S. that don't use a special product for their face, according to Unilever research. "We are setting out to get more men into the routine so they can enjoy the benefits like women have for generations," says Rob Candelino, vice president of skin care.

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