Dove
The Real Cost
of Beauty

Dove, Harvard, and Deloitte launched The Real Cost of Beauty Ideals, a first-of-its-kind study uncovering the human and economic impact of appearance-based discrimination. I led the creative development of the multi-channel campaign, shaping the visual identity and storytelling approach to responsibly amplify the lived experiences of young people affected by appearance hate.

Awarded the Bronze Adforum PHNX Award for Strategy & Technique

While working on the data visualization portion of the web experience, I created a comp that inspired the CMO of Dove to request it be turned into a full-page ad in The New York TImes.

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  • Agency: Razorfish
    SVP Executive Creative Director: John Antoniello
    VP Group Creative Director: Michael Emerson
    GVP Brand Strategy: Malavika Rao
    Producer: Amber Richardson
    Director: Anne Hollowday

  • In just ten days, campaign metrics outpaced all expectations:

    104 media outlets
    1.9 billion     potential reach
    19 point lift     in brand power

  • “Eleni's work on Real Cost of Beauty was pivotal. This was not only one of Dove's most high-profile projects of 2022; it was also one of their fastest and most complex. It required extremely thoughtful and sensitive considerations to many topics that were beyond Dove's already-intense set of priorities, including how to center the experiences of young people in a non-exploitative way, how to develop data visualization and buzz-worthy web experiences for a brand that has no precedent for doing either, how to manage a complex film production on a shoestring budget, and how to synthesize an extremely dense and academic research document into an emotionally-charged and simple message and key visual. Eleni didn't lose her cool through any of this. In fact, it was her unique spark of an idea that led to the final Key Visual for the entire campaign!”

    -John Antoniello, SVP ECD