NEW YORK — A horde of multitasking professionals took pause Wednesday to honor five noteworthy peers at the second annual AOL.com Chief Everything Officer Awards.
The event, sponsored by Unilever’s Dove brand, was hosted by Felicity Huffman, who presented actress Marlee Matlin with the AOL’s Honorary CEO 2006 award. Huffman, whom Dove recruited to front its Calming Night bath and body collection, said she was so moved by Dove’s Campaign for Real Beauty — featuring everyday women — that she wrote Unilever a letter, asking how she could align herself with the effort.
“There’s a whole world out there where bumps and cellulite don’t live,” said Huffman, referring to traditional beauty advertisements. “Dove is saying you’re sufficient, you’re enough, you’re beautiful.”
Unilever’s senior marketing officer, Laura Klauberg, noted that Dove’s Calming Night range, which encourages women to shower before bed, is intended to give Chief Everything Officers “me time.”
The line’s marketing effort centers around a micro site, Dovenight.com, which is powered by AOL and features the AOL CEO contest.
The Web site features vignettes — directed by Penny Marshall — in which Huffman plays herself; after a nighttime shower, she is transported to a dream world where she finds herself playing a character in episodes of “The Brady Bunch,” “Leave It to Beaver” and “The Munsters.”
Since it went live in February, Dovenight.com has generated 750,000 sample requests, said Klauberg.
Like Dove’s Campaign for Real Beauty, the AOL CEO contest salutes everyday women. This year’s five honorees were Kristine Bailey, Shelly Hall, Katie Thomas, Stephanie Whalen and Judy Winter.
Tina Sharkey, senior vice president of AOL declared, “We salute the head of the modern family.”