This case is about Unilever's 'Campaign for Real Beauty' (CFRB) marketing campaign for its leading personal care brand 'Dove'. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealised images of ultra-thin models and celebrities. Unilever developed the CFRB campaign based on a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. This campaign was a huge success as it was appreciated by many consumers and resulted in increased sales of Dove products. It also generated plenty of buzz and wide media coverage for the Dove brand. However, critics felt that this campaign could prove counter-productive as marketing messages in the beauty industry were largely aspirational and Dove could be perceived as a brand for fat girls. Some critics also felt that CFRB was contradictory in nature as it strove to sell the Dove Firming Range of products under the guise of debunking beauty stereotypes. The case will help students to: (1) understand the factors that contributed to the success of Unilever's Campaign for Real Beauty for Dove; (2) appreciate the importance of market research and the application of consumer behaviour insights in the development of a marketing strategy; and (3) understand the issues and challenges faced in the implementation of a cause-related (societal) marketing campaign. The case is meant for MBA / MS students as part of the marketing management / product management / marketing communications curriculum. The teaching note includes: (1) the abstract; (2) teaching objectives and methodology; (3) questions for discussion and analysis; (4) case feedback; and (5) additional readings and references.