Business

Dove’s “Real Beauty” Campaign: Body Positive Promotion or Genderwashing?

Dove’s “Real Beauty” Campaign: Body Positive Promotion or Genderwashing?

This case discusses the rapid growth of the now controversial “positive body image” promotional strategy, that some have suggested is “genderwashing,” whereby firms may engage with progressive gender and race issues in one brand’s promotional campaign while creating perceived contrary campaigns with that of other brands or campaigns that don’t seem to fit the body positive narrative.