Dove's beauty campaign for Real Beauty launched in 2004,featured everyday women who were neither skinny and flawless and represented different ages,races and ethnicities. Over the course of first ten years, of the campaign, sales rose from $2.5 billion to more than $ 4 billion ,even as it struck many emotional chords with women of all ages The campaign was grounded in effect,despite target share holder group and technology. Dove tapped into the "effective economy " as in scholars term. The Dove Campaign for Real Beauty used social inequalities with regard to commercial standards of beauty .Because of the use of digital and social media, Dove was able to reveal the inter personal communities and bring them into the line light and then to use them to drive the iteration of the campaign. They continued the same t bring out different beauty odeals(wrinkles, carves erc).These helped to win and gain interest with each circulation, This campaign reversed the previous media portrayal s by showing the "real " women than that of the Beauty standard. It also helped to bring out the direct financial benefits that the effective economy has.Dove also produced a positive effective economy by making a financial effect as women felt good about themselves. The success of the campaign was hurt when it abandoned the roots of sincerity by tricking stakeholders with it's patches campaign. But it should be noted that even if the situation is negative,,the affective economy was evident in the Dove campaign. After an initial roll out of tyee Campaign in the United States, as a CSR event,if started unraveling. Dove began by hosting its campaign in its website..in this,users could remain anonymous even if they chat for hours. But this came to an end when Dove moved to Twitter. This made a one sided experience. Eventhough the campaign was a success, with increase in sales,it experienced decline in reputation and financial success as the industry delved further into the skeletal closet This campaign actually modelled a squishy CSR campaign with many blemishes that departed from its original message of women's real beauty . This campaign exemplifies a model for an affective economy in the context of CSR.