Dove: Dear Media

This case study explains how Dove, a skincare brand, got involved in beauty and body empowerment conversations by creating an algorithm that detects sexist comments made about female athletes.

Objectives

20 years ago Dove's Real Beauty campaign provocatively empowered women to love the way they look. But in a US market where feminism has reached a cultural tipping point, brands in every category are trying to capture women's attention with messages of empowerment; and Dove no longer stands out. Our objective was to increase brand relevance by reestablishing Dove as the leader in beauty and body empowerment conversations.

Recognizing the changing needs of the US cultural and consumer landscape, we knew we had to do more than just put a message in-market: we needed to give women a way...

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