Beauty product Dove has enlisted the services of Primedia Unlimited’s TLC platform to change how women see beauty.
Mirror decals applicated in women’s washrooms in five upper LSM shopping malls greet customers with ‘Hello Beautiful’, ‘Love the Skin you’re in’ and ‘Show us your beautiful smile’.
“Dove are building a movement in which women everywhere have the tools to take action and inspire each other and other women in their lives,” says TLC Unlimited’s Brett Tucker. The purpose of Dove’s campaign is to encourage women to embrace their own beauty. When looking in the washroom mirror, they’re surrounded with positive words.”
Dove’s payoff line for this campaign is ‘Together we can change how women see beauty’ and is being run for the month of October in the cinema washrooms of Menlyn, Brooklyn, Cresta, Eastgate and Canal Walk shopping centres.
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.