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Sun 1 Apr 2007 01:17 PM

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Dove launches its 2007 campaign

Dove, a healthcare brand from Unilever, has launched its 2007 campaign, which follows on from the worldwide success of ‘Campaign for Real Beauty' last year.

Dove, a healthcare brand from Unilever, has launched its 2007 campaign, which follows on from the worldwide success of ‘Campaign for Real Beauty' last year. The new campaign is intended to continue changing perceptions of female beauty in the Middle East.

The new campaign is based on findings of a global study, commissioned by Dove in ten countries around the world, showing that Saudi women were among 88% of women between 18 and 64 years old, and 92% of girls between 15 and 17 years old, who want to change at least one aspect of their physical appearance, with body weight ranking the highest. The survey also revealed that this affected their self-esteem with 70% of the Saudi women surveyed stating that they often felt bad about themselves due to weight and body image, and 30% - from as young as 15 years - old considering plastic surgery.

A major TV, print and broadcast campaign will be unveiled by Dove based on its high profile ‘Evolution of Beauty' TV concept, unearthing how beauty is too often distorted within the media and public eye and often falsely represented through the use of technology and excessive makeup.

"The survey touched on the desire and necessity to further educate the next generation of naturally beautiful women in the Middle East to help foster a healthy relationship with their bodies and their looks," said Rola Tassabehji, corporate communications manager at Unilever Middle East.

To help this education process, Dove will expand on its campaign this year to further instill what real beauty really is in the region.

"For too long, beauty has been defined by narrow stereotypes offering modern women a prescribed view of how they ‘should' look.

"Modern media, excessive make-up and technology can distort the natural beauty that we believe all women possess," Tassabehji added.

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