I'll start by researching broadly around this brief — looking at how women actually relate to beauty, self-image, and the "real beauty" territory Dove has occupied for two decades, plus where the culture has moved since, and where the gaps or unexpected audiences might sit.



Now let me look deeper at "body positivity fatigue"/backlash, Dove's own history and criticism, midlife/menopausal women, and the "self-care burnout" or "authenticity" cultural tension.This is very rich.

Now let me look at two more angles: midlife women/perimenopause (an emerging, underserved beauty audience) and the "invisible women" / caregiving exhaustion or "no time for self" need-state, plus quickly check aging/menopause skincare market trends.I have strong, varied research now. Let me pull this together into three genuinely distinct persona directions.