# Dove Cost of Beauty

> Dove reported 69 million views for its film about social media and youth mental health.

- Owner: Dove
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2023-04-12
- Peak date: 2023-04-27
- Spread Score: 43 (Notable, provisional), v1.2
- Mechanics: Platform jump, Newsjacking, Political adoption, Controversy, Response chain

## Summary

Dove launched Mary’s film with Lizzo and a KOSA petition. A senator linked it, parents discussed it, and Dove reported 20,000 LinkedIn shares. Paid TV distribution later drew 136 ASA complaints, which were not upheld.

## Timeline

- 2023-04-11 — Dove (Open web) — Dove previewed the film at its Los Angeles launch event.
- 2023-04-12 — Dove (YouTube) — Dove released Cost of Beauty alongside its Campaign for Kids Online Safety.
- 2023-04-12 — Marketing Dive (Press) — Marketing Dive covered the film and Dove’s partnership with Lizzo to support KOSA.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/dove-cost-of-beauty

Cite as: How It Spread (2026). “Dove Cost of Beauty.” Case HIS-00127. Spread Score v1.2: 43/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00127