Was Dove's 'Real Beauty' Campaign successful?

1. Launch feel-good campaign: Dove Campaign for Real Beauty. dove-real-beauty. In 2004, Unilever launched the Dove Campaign for Real Beauty that purports to be “an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves”. read more

And it marked the beginning of Dove's quest to understand how women thought about beauty -- a conversation that would eventually become the Dove Campaign For Real Beauty. Ten years after the exhibition opened, the Campaign For Real Beauty is one of modern marketing's most talked-about success stories. read more

“Real Beauty” got its start when Dove’s executive team was looking for a way to reinvigorate the brand. The company’s PR team conducted a study of 3,000+ women from 10 different countries and found that fewer than 5% considered themselves beautiful. read more

Dove went beyond just rebranding. Before it launched the campaign, it knew the campaign would be criticized, so it concluded that just talking about these issues wasn’t enough. read more