Marge Simpson lets her hair down in Dove Styling ad

LONDON - Dove may have chosen to push its products in the UK by using real women with real curves, but in the US some of the world's best-known cartoon women, including Marge Simpson, are at the centre of a new campaign.

The advertising, created by Ogilvy & Mather Chicago, is in aid of Dove Styling, a new set of hair products from the Unilever-owned brand, and will show Marge Simpson, famous for blue skyscraper hairdo, letting her locks down for a change.

Marge Simpson will be joined by Wilma Flintstone, Jane Jetson and nerdy Scooby Doo-star Velma Dinkley, in a campaign that promotes Dove Styling's natural-feel properties.

Wilma Flintstone, Jane Jetson and Velma Dinkley will all appear in television ads, while Marge appears in a print campaign along with the other three.

Andrew Gross, vice-president of haircare brand development at Unilever Home & Personal Care in North America, said: "Dove continues to develop products that help women celebrate their individual beauty, yet do not constrain and weigh hair down."

The UK advertising campaign for Dove's skincare products, created by Ogilvy & Mather London, has won plaudits for using women who are not models.

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