Real Cost of Beauty

The Challenge: Relevance vs. Revenue
Dove faced a "Relevance vs. Revenue" crisis. An outdated digital infrastructure made it difficult to capture consumer data, while the brand struggled to prove that its "social purpose" could drive bottom-line growth against lower-priced competitors.

The Insight: From Positivity to Actionism
Gen Z fatigue with "body positivity" led to a pivot toward Digital Actionism. Research identified that toxic algorithms contribute to a public health crisis, costing the U.S. economy $500 billion annually. The goal shifted from talking about beauty to mitigating the digital forces that destroy self-esteem.

The 360-Degree Solution: A 360-Degree "Digital Ecosystem"
Data-Driven Advocacy: Launched the Real Cost of Beauty Ideals report, reframing self-esteem issues as a financial crisis to engage C-suite stakeholders and lawmakers.
Narrative Storytelling: Produced the "Cost of Beauty" film to humanize data, following a real-life journey through an eating disorder to drive traffic to a digital hub.
Legislative Integration: Partnered with NGOs to advocate for the Kids Online Safety Act (KOSA), collecting over 95,000 petition signatures.
UX Optimization: Relaunched the global website with advanced analytics, creating a seamless "purpose-to-profit" journey from emotional content to direct points of sale.

The Results: Measurable Commercial & Social Impact
Financial Growth: Contributed to a 10% YoY revenue surge for the Dove Masterbrand and a 5.5% increase in value sales.
Digital Reach: Captured 1.5 million unique visitors through the optimized site and generated 6.6 billion total impressions
Brand Power: Achieved a 19-point lift in Brand Power, significantly outperforming CPG benchmarks for consumer preference.
Legislative Impact: Secured 95,000+ signatures, successfully evolving Dove’s image from a beauty advocate to a "protector of the next generation."