By Abby Rose Dalto
Unilever, the company behind the Degree, Dove and Suave deodorant brands, recently hosted a back-to-school party in Manhattan to promote the Dove go fresh Rebalance line to tweens.
Rosalind Wiseman, right, with two 'tweens' at the Unilever event. |
The "Back To School Bash," was hosted by Unilever and Weber Shandwick and took place on Aug. 2 at Hudson Studios and specifically offered tween girls a night of pampering and fun.
They were treated to makeovers with professional stylists followed by a photo shoot with Stardoll and a meet-and-greet with parenting expert and author, Rosalind Wiseman.
Wiseman signed copies of her books "Boys, Girls and Other Hazardous Materials" and "Queen Bees and Wannabes: Helping Your Daughter: Helping Your Daughter Survive Cliques, Gossip, Boyfriends, and the New Realities of Girl World," while the girls snacked on finger foods and sipped fruity drinks. The newest Dove go fresh scent, Rebalance, was introduced at the party in the form of a deodorant, body wash and body mist.
The event was held as part of Unilever's "Don't Fret The Sweat" campaign, aimed to help parents and children to "successfully navigate the tricky tween years." According to a survey commissioned by the campaign, 53% of 8-to-12-year-olds and 85% of parents feel stressed about the upcoming school year, including feeling anxiety about hygiene, appearance and personal care.
No longer children, but not yet adults, tweens are often attracted to brands and products that are "cool" or allow them to feel independent and grown-up.
Although the Dove products are not specifically designed for tweens, it's no surprise that the brand would be looking for a unique way to target this demographic - and more importantly – their parents.
Tweens are now the source of more than $40 billion in annual spending power. Reaching out via social media alone is difficult due to COPPA regulations and other online restrictions for children under 13, so companies like Unilever are trying to reach out to this age group by treating them to fun, interesting experiences that make them feel special.
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