Breaking Stereotypes Through Moment Marketing: A Case Study of Dove’s #RealBeauty Campaign

Author(s)	Ms. Sakshee Tripathi, Dr. Smita Paul
Country	India
Abstract	This research examines how Dove's #RealBeauty campaign effectively used moment marketing to challenge traditional beauty stereotypes and promote women's empowerment. Through the analysis of secondary sources—such as academic studies, media articles, campaign archives, and consumer sentiment data—the paper explores how Dove shifted from conventional beauty advertising to a more inclusive approach focused on body positivity, diversity, and authenticity. Grounded in feminist media theory and social identity theory, the study highlights how the campaign contributed to redefining beauty standards and initiating broader social conversations around self-esteem and representation. The findings underscore the role of brand activism and real-time marketing in influencing consumer perception and fostering societal change
Keywords	Dove Real Beauty Campaign, Stereotype Breaking in Advertising, Feminist Brand Communication, Inclusive Beauty Standards, Moment Marketing, Brand Activism.
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-28

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International Journal For Multidisciplinary Research