BACKGROUND | In 2004, Dove launched its revolutionary Campaign for Real Beauty. Dove was looking for a way to revive its brand, so they hired a PR company, Edelman, to conduct a study of more than 3,000 women in 10 different countries to learn about womens priorities and interests. The study reported that only 2 percent of women considered themselves beautiful, and the Dove executives saw a great opportunity. Since they were beginning to introduce cosmetics into their product line,