How Dove’s Marcela Melero Leads Its Cleansing Business by Example

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“I look at my daughters, and I want a better beauty for them. I want a beauty that’s meaningful...It cannot just be superficial beauty, it needs to be inclusive,' Dove's Marcela Melero said.

that’s meaningful, and when I think of meaningful, there’s something about the purpose aspect. It cannot just be superficial beauty, it needs to be inclusive, and I want people to see things they can relate to and not that’s going to generate stress,” she said. “We’ve all been forced to fit something.”

That sensibility is what led her to think about mentorship in its many forms. “I do a lot of mentoring, informal and formal. There are holding-hands moments that are tough, or making a big example when someone gets promoted and showing it to others as an example of what can be done,” she said. “Being Hispanic, I try to raise the voices of other women that come from minority groups, as everyone should have a seat at the table.

She’s used her own challenges as well to define how she manages her team, with English being her second language. “With English not being your first language, when English is the business language, I cannot say how many times people talk to me about my accent,” she said. “We work in a global organization, and we work a lot with Asia, and they might have more of what’s happening on trends, but feel held back from sharing in a meeting if their English is not perfect.

Melero sees beauty’s future as being equally as inclusive. “I’m really hoping for that personalization,” she said. “There’s much more to come in 2023. We’re doing our part, trying to make this more personalized and serving the underserved.”

 

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