Dove’s Latest Beauty Campaign Removes Age Limitations: Watch the Age-Defying Advertisement
Beauty never gets old: The slogan for the campaign is the brand’s most recent foray into inclusivity
When it comes to sending a powerful message, fewer brands do it better than Dove, and their latest ad strategy going viral on social media is proof. The new Dove beauty campaign tackles ageism in the beauty industry head-on, featuring women in their 60s and older using Dove’s classic beauty bars with the slogan, “Beauty never gets old.” These real-life women – not paid celebrities or actors – have been using Dove soap for decades, with the ad showcasing just how inclusive the brand is. Keep scrolling to learn more about Dove’s meaningful ad campaign that is going viral for all the right reasons.
New Dove beauty campaign: ‘Beauty never gets old’
Dove is no stranger to highlighting real women of different ages, natural beauty and inclusivity. Their most recent, age-defying advertisement is the latest in the brand’s efforts to display all types of women — pushing ageism and sexism aside.
Instead of obliging to the youth-forward beauty standards, Dove broke all barriers by including longtime brand users, casting women who are in their 60s or older, and not actors or models.
According to Divya Raghavan, senior brand director of innovation and equity, the women were asked to show up “not as characters, but as who they are. They brought their own personality and attitude.”
The women featured in the ad are clad in stylish outfits that are full of personality and flair. They’re shown putting on makeup, pampering themselves and, of course, using Dove’s beauty bar — a bathroom staple — all while “Me Too,” Meghan Trainor’s catchy, self-love tune, is playing in the background.
Watch the new ad here:
The goal of the inclusive Dove campaign
The advertisement is set to run until the end of the year and focuses on a demographic of women who aren’t necessarily top of mind when it comes to the beauty industry. Raghavan aims to “celebrate them in an empowering, unapologetic, non-patronizing way.”
The ad in partnership with Edelman, a longstanding PR firm, purposely made numbers front and center to shift away from the idea of constantly buying or displaying anti-aging products which is all the rage for adults and, shockingly, pre-teens.
Recent research from Dove shares that around 66 percent of women say they feel pressure to look young, and girls as young as 10 are already incorporating anti-aging skincare into their routines, something Dove’s “Beauty Never Gets Old” hopes to combat.
Rather than approaching aging with a fearful lens, Dove wants people to be confident and joyful at any stage of life.
Bar soap is making a comeback
Dove’s Beauty Bar — which launched in 1967 — has been a shower-time staple since its inception and it’s not surprising as to why.
Sales of shower gels and other liquid soaps have dipped, and consumers are going back to basics with bar soap. Other reasons people are picking up bar soap may have to do with cost and environmental friendliness, as this option is cheaper and tends to last longer than bottled soap.
As the advertisement shares, women have been using the beauty bar for decades – some since the start – and will continue to champion Dove’s products.
Another Dove beauty campaign highlighting real beauty: ‘The Code’
Back in April of 2024, Dove launched “The Code,” a beauty campaign where they dove into the impact of AI technology on real women. Rather than highlighting AI beauty standards, Dove shared real, confident women who define what beauty is to them.
The brand stayed true to its roots in authenticity and continues to uphold natural, unedited, beauty in today’s world even with all the technological advancements.
Watch that campaign here:
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