Dove, the personal care brand of Unilever, recently launched theĀ face test campaign in India (O&M are the the creative minds behind it). The campaign started off with encouraging women to use Dove soap on one-side of the face and a regular soap on the other. It intends to drive home the point that Dove makes the skin softer than other soaps in the market. In the follow-up, now a commercial has been launched showing testimonials by women about their experience of the face test and display of agreement that the Dove side was softer.

The campaign itself is laudable and best way to convince the customer about the product’s value proposition. However, strikingly and interestingly, all the testimonials are given by women who are gori – ie. they have a fair complexion. More