Dove is a Unilever brand. Axe is also a Unilever brand. Dove celebrates the beauty of woman. Axe portrays woman as man hungry beasts clawing over each other to get to their prize. So is Unilever being disengenious? Do we care as customers? Should we care?
In a product industry, authenticity may not be a factor in the customer's decision-making process. However, in a service industry, this is far from the truth. A lack of authenticity will kill a service model as customers quickly realize you are more interested in the dollar than serving them.