The Dove and Axe comparison here (both owned by Unilever) reminds me of something I was irritated about in a marketing class in college. Dove had just started the 'Campaign for Real Beauty' showing women of natural body shapes and sizes and I brought up How shallow and dishonest this fascade from Unilever was when on a different commercial break the same company under the Axe brand had deeply misogynistic commercials of skinny models throwing themselves like cheap floozies at average men who wore the Axe brand of shitty mens fragrance. Theres no core values when you sell out your own corporate slogans for a profit.