Exploring how a global beauty brand navigates reputation, purpose, and social impact through strategic communication.
My Dove work explores how a global beauty brand navigates reputation, purpose, and social impact through strategic communication. Across these projects, I analyzed Dove's 2017 Real Beauty backlash and the cultural history that shaped public reaction, evaluated consumer sentiment and brand risks, and proposed reputation-restoring strategies grounded in accountability and inclusive messaging.
I developed two integrated PR campaigns:
Focused on boys' mental health, creating safe spaces for dialogue and emotional well-being.
Aimed at helping teenage girls resist harmful beauty content and build healthier relationships with social media.
Both campaigns include creative briefs, media pitches, paid/social concepts, OOH ideas, thought-leadership pieces, and messaging frameworks designed to build self-esteem and empower young audiences.
Together, these pieces explore how a global brand responds to public scrutiny, builds inclusive messaging, and develops initiatives that support healthier relationships with beauty and self-esteem across different youth audiences.
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