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

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