Dove and Axe are both referenced frequently now for creating powerful, effective marketing communications that are focused and relevant to their respective audiences. Maybe doing such a good job with these two brands' marketing is why The Campaign for a Commercial-Free Childhood is calling out Unilever for saying one thing and doing the opposite.
With Dove's Real Beauty campaign, they're taking a stand against marketing that creates an unrealistic and largely unattainable ideal for what beauty means for women. All the while with Axe (Lynx in the UK), they're using the exact form of marketing that Dove is going against - portraying models that fit this bill of unrealistic and unattainable beauty as lust-crazed women who can't help but ravish a man/boy wearing Axe.
It's a great example of how people are becoming more empowered to call for honesty from brands on a larger scale (or their parent companies in this case) and demand some kind of recourse. Sony Bravia is facing some of this same scrutiny right now, at least within the art and ad communities, and has addressed it publicly.