The Cost of Beauty
Dove · 2023
7 awards: Cannes · London International Awards · Clio Awards · ANDY Awards · +3 more
Strategic insight
Beauty influencers amplify toxic content, so a real survivor's unmediated story—told through her own archive—becomes the most credible counter-voice. Authenticity defeats the algorithm's own logic.
Earned Reach
The film achieved 9.13M combined video views across owned channels in 10 days and generated 2.5B earned media impressions across 190 placements including NBC, Women's Health, and Teen Vogue. Organic amplification by high-profile figures including Senator Richard Blumenthal and bestselling author Faith Popcorn drove momentum without paid seeding.
Craft Notes
The narrative was distilled from 14 years of archival material into 115 seconds and carefully edited with mental health professionals to ensure emotional impact without triggering harm. A musician's cover of the iconic song replaced dialogue and voiceover, allowing the visual archive to carry the story's weight and authenticity.
