Dove's Real Beauty playbook collides with the Ozempic era
Two decades after Dove rewrote beauty marketing around body positivity, GLP-1 drugs are pharmaceutically restoring thinness as aspiration. Personal-care marketers now face a strategic split: defend inclusivity equity built since 2004, or follow consumers reshaping their bodies via Ozempic, Wegovy and Mounjaro.
Dove's two-decade-old Real Beauty body-positive positioning faces cultural pressure as GLP-1 weight-loss drugs like Ozempic normalise thinness again, leaving beauty and personal-care marketers torn between inclusivity equity and consumers pharmaceutically reshaping their bodies.