"We have received an overwhelmingly positive feedback," said Philippe Harousseau, marketing director for Dove. And he credits the Campaign for Real Beauty with boosting global sales between $60 million and $70 million in the first year of the campaign.
Etcoff views the company's profits as secondary to the courageous message sent to women across the country. She has done research into women's body image and found only 2 percent of women around the world felt comfortable describing themselves as beautiful when beauty was defined as physical attractiveness. Yet her research also found women wanted to embrace a wider definition of beauty.
"Beauty that comes in all sizes and shapes," says Etcoff. "Beauty that comes in different ethnicities, different ages."
In our youth-obsessed culture where image is everything, Etcoff says her research proves there's more to beauty than meets the eye.
"People rated kindess, confidence, happiness, and other factors, as even more important attributes of real beauty than physical appearance," she said.