Dove Campaign for Real Beauty

Recently for a Marketing project, I was called upon to speak about the viral video, "Evolution." We have watched this video in our Race, Gender, Media class and discussed its meaning this that class, but now I had to look at the video from a marketing standpoint.

The video itself is 75 seconds and is the process of which a woman is made "beautiful." She is caked with makeup and photoshopped to the point that she is hardly recognizable. While I praise Dove for this campaign, I wonder what are the marketing implications for this video. Was the Dove brand really that fed up with the idea of beauty that the media portrayed or did they feel that with this video, they could reach an untapped market--liberal woman who are slightly against the media?