The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative strategic research effort, conducted in partnership with three universities in four cities around the world, led by Joah Santos [REF].
The series received significant media coverage from talk shows, women's magazines, and mainstream news broadcasts and publications,[REF] generating media exposure which Unilever has estimated to be worth more than 30 times the paid-for media space [REF].