Video: Alicia Keys and Dove(R) Give Women a Fresh Take on Life in Their Twenties

Video: Alicia Keys and Dove(R) Give Women a Fresh Take on Life in Their Twenties

Grammy-winner Stars in New Micro-series on MTV to Widen Definition of 'Success' and Combat Critical Inner Voice

ENGLEWOOD CLIFFS, N.J., March 24 /PRNewswire-FirstCall/ -- Today, Grammy-winning artist Alicia Keys is starring in "Fresh Takes," a new micro-series created by Dove go fresh, aimed at giving women a fresh take on life in their twenties. The series, premiering tonight during "The Hills" on MTV, follows three girlfriends as they embark on their adult lives juggling the pressures of being a 20-something woman -- career, relationship, beauty, family and friends -- all intensified by their own critical inner voice. Amidst these pressures, friendship, humor and honesty help them realize a wider definition of success and ultimately feel beautiful. This premiere celebrates the launch of new Dove go fresh -- a fragrance-driven product collection.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/dove/32409/

"I am so excited to be starring in 'Fresh Takes' created by Dove go fresh because it puts the pressures that I deal with every day in a new light and opens my eyes to the reality that I can be successful in many different ways and have every reason to feel beautiful right now," says Keys. "I hope the series inspires other 20-somethings to get a fresh take on the pressures in their lives and start enjoying the ride."

Critical Inner Voice

The next phase of the Campaign for Real Beauty, Dove go fresh, is inspired by today's real-life 20-something women who are more accomplished and independent than ever. Driven by their own critical inner voice, this age group is pursuing -- and attaining -- significant achievements before turning 30. However, this race to achieve success is keeping many of them from fully enjoying what they have worked so hard to accomplish.

"Today's 20-something women grew up with 24-hour Internet access and working moms who juggled it all. Now they are trying to outpace that world," notes Ann Kearney-Cooke, Ph.D., licensed psychologist and distinguished scholar for the Partnership for Women's Health at Columbia University. "As a result, 20-something females are suffering from 'inner critic syndrome,' a thought process which heightens the amount of pressure they feel to measure up to, and surpass, the previous generation."

According to recent Dove research, women cannot ignore their inner voice, which is often critical and influential:

* 96 percent of women in their twenties say their inner voice speaks to
them on a typical day
o More than half (55 percent) admit their inner voice criticizes them
on a daily basis
* 85 percent admit they are their own worst critics

The critical inner voice is preventing 20-something women from celebrating their independence and success:

* 68 percent believe that their lives would be much more fulfilling if
they did not put so much pressure on themselves

Fresh Takes

"Fresh Takes" uses entertainment and humor to give viewers a look at three 20-something girlfriends as they put their everyday pressures in a fresh perspective. Using the budding micro-series TV format, "Fresh Takes" will broadcast three-minute episodes nationwide during "The Hills," MTV's No. 1 show for 20-something women, over a five-week period beginning March 24 (10 p.m. EDT / 9 p.m. Central). The micro-series was created and produced by MindShare Entertainment and MTV.

Alicia Keys headlines the series, alongside up-and-coming actresses Desi Lydic and Jessalyn Wanlim.

* Alex (Alicia Keys): Fearless, fun and always falling in love, the
stylish Alex works at a trendy music PR firm
* Diane (Desi Lydic): Type A personality, she is focused and ambitious,
although her friends urge her to loosen up
* Lizzie (Jessalyn Wanlim): The "lost" friend struggling to find who she
is and what she wants to do with her life

"We believe their twenties should be a wonderful time for women as they embark on their first, real adult adventures and begin to discover their own unique beauty," said Kathy O'Brien, Dove Masterbrand marketing director. "We hope the go fresh program will help give them a new perspective on their lives and expand how they define success, ultimately making this a more beautiful time."

Bringing Fresh Takes to You

Women can interact with "Fresh Takes" in several ways, including viewing content on their PC or mobile phone. All five episodes will be available on http://www.dovegofresh.com/ after each air-date as well as exclusive behind-the-scenes footage of Alicia and the entire cast. Episodes will also be available on http://www.dovefreshtakes.mtv.com/. http://www.dovegofresh.com/ can be found on the new dove digital channel, http://www.dove.com/, a consumer destination site that brings Campaign for Real Beauty and the Dove product portfolio to life for visitors.

Refresh, Energize and Cool Off

New Dove go fresh is designed to help 20-something women gain a fresh perspective. The collection's vibrant fragrances deliver invigorating and crisp sensory experiences for the body and mind. According to Dove research, scents have the power to inspire women with 60 percent reporting that fragrance can lift their spirits or change their mood. Available in three fragrances -- Refreshing, Energizing and Cooling -- Dove go fresh offers bursts of freshness with trusted Dove moisturizers. The collection includes deodorants, matching body mists, body wash, beauty bar, hand and body lotion, shampoos and conditioners.

About Dove 20-Something Beauty and Stress Survey

All statistics are a result of the January 2008 Dove go fresh study conducted by Strategy One, an applied research consulting firm, in collaboration with Ann Kearney-Cooke, Ph.D., Partnership for Women's Health at Columbia University. The online survey was completed by 500 women in the U.S. between the ages of 20-29. Margin of error is +/- 3 percent at the 95 percent level of confidence.

About Campaign for Real Beauty

The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign was created in 2004 after the brand commissioned a global study that found that only two percent of women around the world describe themselves as beautiful. Employing various communication vehicles -- advertising, a Web site, billboards, events and a Self-Esteem Fund -- the campaign invites women to join in the discussion about beauty and share their views of it with women around the world. Women's response to the campaign has been overwhelmingly positive; nearly 4 million visitors have joined the conversation at http://www.campaignforrealbeauty.com/.

About Dove

The Dove mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, hair care and styling aids. Dove is available nationwide in food, drug and mass outlet stores.

About Unilever

Unilever (NYSE:UL)(NYSE:UN), one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in more than 60 office and manufacturing sites in 24 states and Puerto Rico -- generating nearly $10 billion in sales in 2006. For more information, visit http://www.unileverusa.com/.

Contact Information
Ashley Fullman/Edelman
312-233-1217
ashley.fullman@edelman.com
Stacie Bright/Unilever
203-625-1130
stacie.bright@unilever.com

First Call Analyst:
FCMN Contact:

Video:

http://www.prnewswire.com/mnr/dove/32409
Source: Unilever/Dove

CONTACT: Ashley Fullman of Edelman, +1-312-233-1217,
ashley.fullman@edelman.com, for Unilever|Dove; or Stacie Bright of
Unilever|Dove, +1-203-625-1130, stacie.bright@unilever.com

Web site:

http://www.dovegofresh.com/
http://www.dovefreshtakes.mtv.com/
http://www.dove.com/
http://www.unileverusa.com/

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