Edelman, Dove Launch 'Beauty Never Gets Old' Campaign

Dove has just launched a new campaign celebrating 67 years of one of its most loved products over the decades, all while delivering a powerful message.

Made together with PR agency Edelman, the "Beauty Never Gets Old" highlights the legacy of its world-famous soap, the Beauty Bar.

 

 

 

 

 

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The campaign is marked by a 42-second spot that features women from different walks of life sharing their experiences using Dove's iconic product. 

According to Divya Raghavan, Dove's senior brand director of innovation and equity, the advert's stars were asked to show up "not as characters, but as who they are."

By giving these women a platform to share their stories, the personal care brand aims to show that beauty is not bound by age — a testament to its decades-old commitment to self-love and inclusivity.

The latest marketing effort from Dove comes after its own research revealed that an estimated 66% of women feel the pressure to appear young. More alarmingly, a significant number of girls as young as the age of 10 are already using anti-aging skincare.

"Beauty Never Gets Old" aims to fight this idea of ageism and celebrate women in an "empowering, unapologetic, non-patronizing way."

Known for making thought-provoking and heartwarming campaigns, Dove's latest effort is one that reinforces its brand identity and values.

By showing that it understands the feelings and woes of its consumers, the brand can create meaningful connections with its audience, both old and new, building brand trust in the process.

A Timeless Beauty

The short ad kicks off by introducing viewers to the different women who have used Dove's Beauty Bar over the decades. These include:

• Althea, who has been using the soap since 1999
• Katrine, a user since 1977
• Maureen, a user since 1970

Each star lets their beauty shine as they strut a pose in front of the camera, radiating elegance and confidence as they don stylish outfits. 

Set to the tune of Meghan Trainor's self-love track "Me Too," the film closes with the campaign tagline, with a rundown of the many versions the Beauty Bar has taken over the years.

 

 

 

 

 

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In line with its 20th anniversary, Dove launched a two-minute short film "The Code" in April showing the detrimental effects AI can impose on one's self-image and perception of beauty.

Sharing a worrisome prediction that AI will generate 95% of all online content by 2025, the brand vowed against the use of artificial intelligence (AI) in its advertising.