Dove "campaign for real beauty"

Abstract

The Dove Campaign for Real Beauty launched in the United States in 2004, challenging the norms of American beauty by featuring everyday women who were not skinny and flawless and who represented a range of ages, ethnicities, and races. Rooted in research and with the commitment to listen to women, Dove rolled out new sections of the campaign, each with a new target audience in mind, but all with the same message: all women are beautiful. However in the first ten years, the Campaign for Real Beauty did not change beauty standards overnight. What initially seemed to be a model CSR campaign proved to be a CSR campaign with many blemishes that has seemed to forget or departed from its original message about women’s “real” beauty. Nevertheless, the Dove Campaign for Real Beauty points to the importance of finding and embracing new technologies and exemplifies a model for an affective economy in the context of CSR. (Published By University of Alabama Libraries)

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