Something happens to girls when they grow up – their perception of how women should act, what beauty is, and how they feel about themselves changes. Now, companies like Unilever, Proctor & Gamble, and Verizon have marketing campaigns based on this. Dove started the trend with their “Campaign for Real Beauty” in 2004. Now, Always has launched “Like a Girl”, Pantene has “Not Sorry”, and Verizon is following suit with “Inspire Her Mind”.

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The ads get a lot of attention and press coverage, but are the campaigns really changing things? Are shoppers more likely to buy products that talk about women’s self-esteem issues? #MarsTalk