Dove CMO Alessandro Manfredi Departs After Two Decades at Unilever

Alessandro Manfredi, the Chief Marketing Officer of Dove, is leaving Unilever after more than 20 years. Manfredi, who played a pivotal role in shaping Dove's "Real Beauty" platform, announced his departure in a LinkedIn post.

Career Reflections

In his LinkedIn post, Manfredi reflected on his career at Unilever, stating, "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. 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.”

The Impact of "Real Beauty"

Dove's "Real Beauty" campaign, now celebrating its 20th year, has become a hallmark of modern purpose-led marketing. The campaign emphasizes social and values-driven messaging and has evolved to address the impacts of modern technology, including social media and beauty filters, on the confidence of girls and women. In its latest installment, launched in April, Dove pledged to never use artificial intelligence (AI) models instead of real women in its advertising, highlighting the unrealistic beauty standards perpetuated by generative AI platforms.

Unilever's Structural Changes

Manfredi's departure comes amidst significant structural changes at Unilever, part of a broader turnaround plan that divesting assets such as its ice cream business. Previous leadership faced criticism from investors for prioritizing brand purpose initiatives over business fundamentals.

Achievements Under Manfredi's Leadership

Despite these challenges, Dove achieved its best brand results in over 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," Manfredi wrote.

Recognition and Legacy

Manfredi's departure also follows Unilever's recent recognition as the 2024 Creative Marketer of the Year by the Cannes Lions International Festival, underscoring the lasting impact of his contributions to the company's marketing successes.

Moving Forward

As Manfredi embarks on the next chapter of his career, he leaves a legacy of purpose-driven marketing that has redefined the beauty industry and inspired countless brands to integrate social impact into their business strategies.