Cause Marketing—marketing strategies that promote a social cause rather than a product—can be powerful when 1) the cause is relevant for the brand and 2) when the cause has meaning for the brand’s customers. Doing this well is a long game, not a flash-in-the-pan campaign, that must reflect the values of the brand rather than social expediency. There have been several prosocial marketing campaigns, such as those by TOMS Shoes, Patagonia, Live Strong and Dove. Dove, which ironically sells beauty products, has taken a stand in the war against unattainable beauty standards. They have had several successful campaigns under the Real Beauty Master Campaign.