Does my brand look big in this? : Dove challenges prevailing concepts of beauty

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – “Does my bum look big in this?” – the question to which many women reputedly require a less‐than‐honest answer – has become so well known in recent years that it's almost become a brand in itself. The furor continues over the use of skinny, even “size zero”, models in advertising material, of only using the most beautiful women to sell everything from cars to cosmetics, and airbrushing out any slight imperfections the models might have. And while accusations fly around about advertisers' and marketers' actions causing eating disorders among young girls and destroying the self‐esteem of “normal” women, Unilever's Dove personal‐care brand continues to pile up the profits it gets from recognizing that “normal” women come in all shapes and sizes: large and small, old and young, short and tall and – surprise surprise – some women even have large bottoms. Dove's product range has expanded, sales and market shares are up, and the number of market areas has increased. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – Provides strategic insights and practical thinking that can have a broader social impact. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.