This paper will show how social networks have become a phenomenon of today and how the trends that appear on them affect on the change in the perception of woman beauty. The paper first introduces us to social networks as such and explains the concepts and history of network development. From the beginnings of Six Degree to popular networks of today, we have seen society change over the years due to the behavior of individuals on social media. Just a few clicks is enough to throw a woman into depression and make her wonder if she looks good and attractive because social networks have become a tool for manipulation with public opinion. Social networks are the most popular websites in 2020 and hundreds of millions of people use them and 40 percent of the world's female population uses almost all social networks every day. In the past, social media users used them solely to communicate with others, but today when they allow you to upload photos and create unique and personal content, social networks have become the perfect tool for marketing and promotion. This type of advertising is even considered environmentally friendly, which is why more and more companies are switching to networks, and they are aware that most people right there sees their ad. The example of the Dove campaign in the continuation of the paper shows a positive story about how the campaign, if well designed, can change the perception of woman beauty in a positive way.