By 2006, sales were flattening, and the Campaign For Real Beauty proved unsustainable for driving sales growth.

FORBES: Beware the Hidden Traps in Cause Marketing

The Campaign for Real Beauty was retired to the nice-to-have background, no longer a part of driving competitive tactics or growth.

FORBES: Beware the Hidden Traps in Cause Marketing

Unilever made a fortune with the Dove campaign and revived the brand, despite the fact that the Campaign for Real Beauty could not keep the momentum going.

FORBES: Beware the Hidden Traps in Cause Marketing

The Dove Campaign for Real Beauty highlighted the practice in its groundbreaking viral video, Evolution, which showed the transformation of a woman into a model with rounds of makeup, grooming and a bit of digital cheek shaving.

CNN: STORY HIGHLIGHTS

The campaign urged women (and men) to look deeper within for real beauty.

FORBES: Beware the Hidden Traps in Cause Marketing