From Necessity to Identity: The Historical Evolution of the Beauty Industry from the End of the 19th Century to the Dove Real Beauty Campaign

This thesis aims to examine the historical evolution of the beauty industry from the late 19th century to the early 21st century, with a focus on how cosmetics shifted from a necessity to a tool for identity building. The first chapter explores the origins of cosmetics and their cultural significance throughout history. It then analyses the emergence of the global beauty market through industrial production, global distribution, and advertising, concluding with the role of consumption in shaping the identity of the modern consumer. The second chapter focuses on Unilever’s corporate strategy and the development of the Dove brand, highlighting how Dove’s positioning changed over time within the multinational’s marketing framework. The third chapter presents a case study of the “Real Beauty” campaign, investigating its creation, its innovative message, and the impact it had on both the industry and consumers. The goal of this research is to evaluate whether the Dove campaign represented a break from Unilever’s traditional model and to what extent it proved effective in redefining beauty standards.