Beauty Never Gets Old

About This Project

Summary

In a world obsessed with being young, the Dove Beauty Bar–a product that’s been around for 67 years–was seen as old. Less than 2% of beauty campaigns cast women over 60. We flipped the script and featured 10 real women aged 60+ and longtime users of the Dove Beauty Bar. The women are portrayed engaging in activities that authentically reflect their vibrant personalities, such as Althea, a proud dominatrix eating lo mein in a bubble bath, challenging every conception of aging.

Goals & Objectives

-Drive conversation around ageism in beauty -Increase sales of Dove Beauty Bar

Results & Impact

With a $11M increase in Dove Beauty Bar sales–70% more dollar sales than previous campaigns–the film made a compelling business case for an ageless approach to beauty that's been long overdue. -1.4B media impressions -1.6M organic views on social -Drove Dove's Share of Voice to record 92%