DOVE® AND GOSSIP GIRL REVEAL THE REAL STORIES FROM MANHATTAN'S UPPER EAST SIDE
GOSSIP GIRL star Jessica Szohr partners with Dove to promote a new video series to air on The CW and online starting April 27
ENGLEWOOD CLIFFS, N.J., April 20, 2009 /PRNewswire/ — Spotted: Four real girls taking you behind-the-scenes of their gossip-worthy New York lifestyles in a new video series "GOSSIP GIRL: Real NYC Stories Revealed," produced in partnership by Dove go fresh and GOSSIP GIRL. The video series will air during episodes of GOSSIP GIRL on The CW, beginning April 27, 2009 (Mondays at 8:00 p.m. ET/7 p.m. CT). It will introduce four girls sharing their real stories about growing up, surviving and succeeding in New York City. The video series will give GOSSIP GIRL fans a glimpse into the real lives of four young women who lived in the same Manhattan hotbed as the GOSSIP GIRL characters, while revealing real life stories about juggling careers, love, finances, family and friends. These four real girls are sharing their stories in hopes of encouraging all 20-something girls to live life with a fresh perspective and inspire others to pursue their dreams. GOSSIP GIRL star Jessica Szohr is partnering with Dove to promote this new program to celebrate the launch of the new Dove go fresh Burst Body Wash.
"Many girls of my generation have lots to juggle when dealing with the pressures and stress of everyday life," said Jessica Szohr. "Stories from these four real girls are amazing and inspiring. They have all taken risks and found success while following their passions. I hope their stories will encourage other girls today to look at their twenties in a fresh perspective and inspire them to pursue their own dreams."
Real Girls, Real Stories
"GOSSIP GIRL: Real NYC Stories Revealed" will air nationwide during the last commercial break of GOSSIP GIRL on The CW, beginning April 27, 2009 (Mondays at 8:00 p.m. ET/7 p.m. CT). The video series features four New York City natives:
- Chrissie Miller: Fashion designer on the rise and founder of the Sophomore apparel brand
- Watch her story to see how she juggles her friends and her career to prepare for a major editorial fashion shoot
- Faythallegra Coleman: Brooklyn-based filmmaker and writer
- Watch her story to see how she juggles friends, family and finances while hosting a major fundraising event to support her new film
- Dani Stahl: Style director for Nylon magazine, jewelry designer and "It" girl
- Watch her story to see how she juggles her busy career, social life and friends, all while trying to find love in the big city
- Lara Meiland-Shaw: Ivy-league grad, co-founder of Lara Hélène Bridal Atelier and local philanthropist
- Watch her story to see how she juggles her full-time business, commitments to local charitable organizations and time with her husband, while thinking about starting a family
"GOSSIP GIRL: Real NYC Stories Revealed" will introduce each new story in a 90-second broadcast TV spot, which will air nationwide on The CW during the last four GOSSIP GIRL episodes of the season. Fans will then be able to catch the video finale of each girl's story by visiting www.cwtv.com/dovegofresh from their PCs or mobile devices. Additional content will also be available online at both www.cwtv.com/dovegofresh and www.dovegofresh.com, including behind-the-scenes footage of the making of the video series, exclusive interviews with GOSSIP GIRL star Jessica Szohr and the real girls of "GOSSIP GIRL: Real NYC Stories Revealed," along with Dove go fresh product information.
Similar to the real girls introduced in "GOSSIP GIRL: Real NYC Stories Revealed," 20-somethings today are more accomplished and independent than ever. However, given all of their achievements, 68 percent of women in their 20s believe that their lives would be much more fulfilling if they did not put so much pressure on themselves. Surrounded by an influx of successful and independent female role models, girls today are pursuing and attaining significant achievements before turning 30. However, this race to achieve success is keeping many of from fully enjoying what they have worked so hard to accomplish.
"As the number one rated show among 20-something women, GOSSIP GIRL gives us the perfect opportunity to share inspirational stories from four real girls who have taken risks to pursue their own life passions," said Kathy O'Brien, Dove marketing director. "We hope these stories encourage a new generation of women to view their lives in a fresh perspective and to define their own versions of success."
Bursts of Energy and Inspiration
New Dove go fresh Burst collection is a fresh, new addition to the Dove go fresh product line. The invigorating and crisp sensory experience of juicy nectarine and white ginger encourages women to start their days with a burst of energy and inspiration. 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. The Dove go fresh product collection is now offered in four deliciously fragrant variants - Burst, Refresh, Energize and Cool Moisture, and are now available in beauty bar, body wash, deodorants, matching body mists, hand and body lotion and hair care. The Dove go fresh collection is available in food, drug, mass and club retailers.
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 launched in 2004 to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make more women feel beautiful every day by widening stereotypical views of beauty. The brand's commitment to the mission starts with using real women, not professional models, of various ages, shapes and sizes to provoke discussion and debate about today's typecast beauty images. Employing various communication vehicles including advertising, a Web site, billboards, events, a Self-Esteem Fund and more - the campaign invites women to join in a discussion about beauty and share their views with women around the world. Since the campaign launched, nearly 4.5 million people have logged onto www.campaignforrealbeauty.com where they have shared words of encouragement, learned about self-esteem tips and joined Dove in encouraging a wider definition of beauty.
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 product2, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove is available nationwide in food, drug and mass outlet stores.
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, 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 employs nearly 12,000 people in both the United States and Puerto Rico - generating nearly $10 billion in sales in 2008. For more information, visit www.unileverusa.com.
2 AC Nielsen (2004)