Dove: Real Beauty

This case study shows how Unilever rolled out the latest phase of its 'Real Beauty' campaign in India, by challenging stereotypes on Twitter with a campaign burst that lasted just eight hours, but received an overwhelming response.

Dove: Real Beauty

Anjali Krishnan

Campaign details

Brand: DoveBrand owner: Unilever IndiaLead agency: Mindshare IndiaCountry: IndiaIndustry: Toiletries & cosmetics (general)Channels used: Social mediaMedia budget: Up to 500k

Executive Summary

  • Dove is the bellwether brand in Unilever, both globally & in India. It has presence in 80 countries with a range of superior products from bath soap, to lotions, body washes, face care and creams. In India, Dove is the fastest growing hair category brand.
  • Dove has globally stood for 'Real Beauty' & celebrated real women. The brand's...

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