Brand Karma

A beauty brand that doesn't start by making women feel ugly is a great idea. Celebrate real-types, explode stereotypes... love it. The question is, how do you extend that to cover all of the areas that Unilever want a beauty brand to cover? Anti-aging isn't about acceptance, nor are skin lightening products --- and so the brand renames and spins around the issue 'pro-aging' but ultimately launches product that undermine its positioning - making it increasingly obvious that it's a positioning not a belief. What a shame....