Dove - The Real Beauty Campaign & Consumer Perspectives: Hit or Miss?
Can beauty be real without perfection? Dove’s Real Beauty campaign celebrated authenticity over airbrushing, sparking a global shift in beauty norms, though not without controversy.
At a glance
Origin
America
Industry
Health & Wellness and Beauty
Year Established
1957
Revenue
US$ 1.49 billion
(as of December 2024)
Abstract
Dove’s “Real Beauty” campaign, launched in 2004, emerged as a pioneering marketing initiative that challenged narrow, unrealistic beauty standards long promoted by mainstream media. This case study investigates the evolution of global beauty ideals, which were drawn from historical and cultural analysis, the societal and psychological effects of these norms, and how Dove strategically repositioned its brand by promoting diversity, authenticity, and self-esteem.
Through emotional storytelling and influencer collaborations, Dove effectively resonated with a wide demographic, generating emotional connections and cultivating a brand community centered on body positivity. However, despite its commercial and social success, the campaign has faced criticism concerning its authenticity, particularly in light of Unilever’s contradictory brand messages and product lines.
This case also challenges learners to evaluate the balance between brand activism and corporate interests, and to explore how marketing can responsibly influence identity and self-worth.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).