Executive Summary
Dove has been at the forefront of the self-esteem and beauty conversation since the Campaign for Real Beauty in 2004. But by 2021, the conversation had changed. Other brands were encroaching on Dove's position, and the leading edge of the beauty world had moved to social media. The girls of today were growing up with a faster moving, more judgemental beauty world and Dove was nowhere to be seen. Dove needed to re-establish its authority and challenge today's culture of unrealistic beauty standards for the new generation.
We knew the rise in social media usage correlated with falling...