Dove Men+Care appoints BBD Perfect Storm's New Macho unit to evolve masculinity work

Dove Men+Care appoints BBD Perfect Storm's male unit to evolve its vision of masculinity

Confronting the issue of toxic masculinity, Dove Men + Care, Unilever's male grooming brand has appointed BBD Perfect Storm to ensure the brand promotes inclusivity.

According to a national survey on the state of masculinity, by BBD Perfect Storm's male marketing strategy unit New Macho, the stereotypical notion of ‘success’ can be as harmful as the social pressure of ‘beauty’ is for women.

BBD Perfect Storm launched New Macho in 2018 to help brands navigate and grow as the masculinity landscape changes. Keen to get on board with the progressive unit, Dove Men + Care has appointed it to help it define its global brand strategy.

New Macho has been tasked with connecting the male grooming brand with its audience in an authentic and relevant way, as the definition and narrative around masculinity evolves.

Confronting toxic masculinity can be a double-edged sword for brands. Earlier this year, Gillette was both lauded and criticised when it tackled the subject, modifying its famous tagline from 'the best a man can get' to 'the best a man can be.'

Discussing the win, Dove Men + Care's global vice president Carlos Gil said that it wants 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," he said. "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.”

Adding to this, New Macho's managing director Fernando Desouches commented: “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 brand's role in society Dove Men+Care is leading this.”

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