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Always #likeagirl Gender Branding
By: Cindy Wendland
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Does your brand stand for something? Following suit with Dove helping women to feel better about themselves, P&G with their Always products is helping girls develop and maintain their confidence at a young age. P&G learned that a girl’s confidence starts to wane during the puberty years. They started the #likeagirl Always campaign to maintain girls' confidence and to develop strong women.

P&G produced a video where they ask men, women, boys, and girls what it means to do something #likeagirl. The best responses were from young girls. They were confident, strong, and positive. The other responses were not. Dove recognizes that as girls go through puberty, their self-image changes. In order to curtail that, they are spreading the message and starting a movement that doing something #likeagirl is a good thing, a strong thing.

That is a refreshing message for girls to hear. There are plenty of strong women role models for young girls to mirror, but it is important that the messages they are hearing from friends, peers, and family also build them up. Girls will grow up to be important, contributing women. We would do well to celebrate their differences, which will become their strengths, and encourage them to do things #likeagirl. 

As a mom, this campaign and movement definitely would influence personal purchases at the store level. It creates a teaching opportunity at the same time. Those opportunities are always welcome and can open terrific discussions. This is an engaging campaign. Once again, well done, P&G.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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