Dove CMO Alessandro Manfredi is departing after over two decades with parent Unilever, the executive shared in a post on LinkedIn. Manfredi played a key role in shaping the personal care brand’s signature “Real Beauty” platform that challenges conventional beauty standards for women and encourages self-confidence. “Real Beauty,” which is in the middle of its 20th year celebration, has been viewed as a touchstone of modern purpose-led marketing that seeks to tie social- and values-led messaging into broad consumer-facing campaigns.
“I joined Unilever more than two decades ago attracted by three things. The humanity of its leadership, the humanity of its unique marketing philosophy, deeply rooted in building emotional bonds with people, and the humanity of its purpose,” Manfredi wrote in his LinkedIn post. “Throughout my career within Unilever, I was allowed to cultivate these incredible assets and inject them into the brands I was lucky to work on, which makes me forever grateful to this company. I will always carry the torch of this humanity, wherever I go, whatever I do next.”
As part of its latest installment of “Real Beauty,” which launched in April, Dove pledged to never use artificial intelligence (AI) models instead of real women in its advertising. The campaign also addressed the unrealistic beauty standards current generative AI platforms can produce. “Real Beauty” has evolved in recent years to address the impact of modern technology, including social media and beauty filters, on the confidence of girls and women.
Manfredi leaving a brand he helped define comes as Unilever has shaken up its structure as part of a turnaround plan that has included the packaged goods giant shedding assets like its ice cream business. Prior company leadership was criticized by investors for prioritizing brand purpose initiatives over business fundamentals.
The news of Manfredi’s departure follows on the heels of Unilever recently being named the 2024 Creative Marketer of the Year by the Cannes Lions International Festival.
Manfredi in his announcement said that Dove achieved its best brand results in more than a decade in 2023.
“This allowed us to demonstrate that Social impact, when fully embedded into a business, not only does not trade off with Profit, but is a phenomenal driver of growth,” he wrote.
Adweek first reported the news of Manfredi’s departure.
