7.Genderization

"[These products] could not possibly exist if women actually as a demographic believed the principles at thecampaign's core," Pozner told HuffPost. "Cellulite cream would not exist if women believed they werebeautiful and enough as it is."Pozner also expressed surprise that Dove has not affected change within its parent company:If the stated goal of the Dove Real Beauty Campaign is for girls and women to understand that their powerand their beauty does not come from a tube or an airbrush or a cream, but rather from their ownpersonalities and power, then the company would not sell certain products that they sell, and their parentcompany would not run some of the most misogynistic ad campaigns in the past ten years.While Dove does not release sales figures, executives at Unilever suggest that the campaign has boostedsales."We believe that conversation leads to brand love, and brand love leads to brand loyalty," JenniferBremner, brand director of skin cleansing at Unilever, said in an interview with HuffPost. "That's obviously apositive for us not just in the power of the brand, but also ultimately in sales."BRINGING "REAL WOMEN" INTO THE PICTUREA few months after "Tick Box," Dove launched a billboard campaign that featured groups of "real," diversewomen in their underwear. One of the women featured on the original billboards was Gina Crisanti, whowas approached by a talent scout while taking out the trash at her job at a café. According to Crisanti, shewanted to join the campaign to help other women feel empowered and confident in their bodies."I grew up not being happy with my body shape and size at all," Crisanti told NBC News in 2005. "I hatedbeing curvy. I hated having big breasts. And I hated having curly hair. In my 20s, I realized all those [ideas]were simply self-destructive. Once I started to develop an alternative definition of beauty, all of it started tofall into place."348 She Culture CRT: Genderization