What was the name of Dove’s 2004 campaign that challenged narrow portrayals of beauty?

Dove’s 2004 campaign challenging narrow portrayals of beauty was called the “Campaign for Real Beauty.” Unilever launched it for Dove, using women with varied ages, body types, and appearances rather than conventional fashion-model imagery.

The campaign began with outdoor advertisements and expanded into videos, research, and educational initiatives. Its central idea was that advertising had presented an unrealistically narrow definition of beauty and that ordinary women should be represented more visibly.

The campaign became a major example of purpose-led branding. It generated extensive public discussion and helped popularize advertising that connected a product with social representation and self-esteem. Its success also encouraged other brands to use inclusivity as part of their marketing strategy.

The campaign has not been free from criticism. Observers have questioned Dove’s use of edited imagery and the relationship between its social message and Unilever’s wider portfolio. Those debates are part of why the campaign remains historically significant.