Breaking unrealistic standards of beauty for women, for the past 20 years, Dove – a famous global health care brand has always persistently pursued the honor of natural, authentic beauty through a series of “Real Beauty” campaigns. This year, on the occasion of the 67th anniversary of the launch of the legendary Beauty Bar product line, Dove continues to bring a humane message, challenging the stigma of aging in the beauty industry with “Beauty Never Gets Old”.
Background
Recent research by Dove has shown that: 66% of women say they feel pressure to maintain a youthful appearance and teenage girls are starting anti-aging skincare routines, worrying about aging before they are even adults. This is a constant worry and insecurity that is reinforced by the many anti-aging beauty products on the market.
Dove’s 20 Years of Pursuing “Real Beauty”
“The fear of aging is on the rise,” says Raghavan, senior Brand director for Dove Innovation and Equity. “We want to make it a source of joy and confidence rather than a source of anxiety.” At the same time, the brand’s research found that younger women are more likely to want to hear about skin care tips from modern-day elders.
Age stereotypes and aging obsession in the beauty industry
In addition, the cosmetics Advertising landscape has long neglected the elderly. Meanwhile, consumers over 60, often referred to as Boomers, are a growing demographic. According to a July report by Cosmetic Business, women over 55 were the only demographic to increase their beauty product usage between 2019 and 2023. Cosmetic use among this group increased by 2% during this period and by 5% since 2022. A potential market worth tapping.
“Beauty Never Gets Old” – When aging is also a kind of beauty
The beauty industry perpetuates the stigma around aging by rarely featuring older women in advertising. This latest campaign from Dove challenges the root of the problem: Unrealistic expectations of beauty are imposed on women and girls of all ages. through campaign “Beauty Never Gets Old”.
Objective
“Beauty Never Gets Old” was created to create a connection between generations, while recognizing and honoring the role of older women in the beauty industry today. According to Raghavan, through this campaign, Dove is not only targeting “women over 60”, but also “a larger group of consumers”.
Campaign to revive the legendary Dove Beauty Bar
The campaign is part of a series of activities to celebrate Dove’s 67th anniversary, and also revives the brand’s legendary bar soap – Dove’s Beauty Bar. Although liquid shower gels have appeared and dominated the market, the recent boom in the back-to-basics trend has revived bar soap products. The reason is that consumers are attracted to the nostalgic story of this product, but above all, they choose bar soap because of its environmental protection and affordable price.
Implementation Activities
TVC with the participation of special “models”
To counter the confusion between youth and beauty, Beauty Never Gets Old showcases the diverse realities of what “old age” looks like, proving that aging is also a form of beauty. Dove teamed up with the Creative team at Edelman to create a striking and distinctive TVC featuring “models” over 60 years old – long-time users of the brand’s legendary Dove Beauty Bar.
Through a 42-second film, Dove has brought the image of older women very different from what many people imagine. They appear strong, full of personality with their own passions and interests, not stereotyped in the usual roles of a mother, grandmother, wife. The aging of old age suddenly becomes a “weapon” that makes them more attractive and charming.
The special thing is that the “models” appearing in the TVC Beauty Never Gets Old are not famous stars or celebrities, but are just very ordinary women in life. Dove wants to bring the most realistic view of “old age” without embellishment or exaggeration to dispel the prejudices and long-standing obsessions about aging in the beauty industry.
Dove also cleverly integrated the image of the Dove Beauty Bar product into its TVC, along with lines introducing the characters and the number of years they have used the product. Through this, the brand affirms Dove’s enduring companionship with women’s beauty through many generations, while reviving a long-standing product that made Dove’s name.
Older women appear with strength, personality and their own beauty.
Set to the soundtrack of the hit “Me Too” – a song of feminist confidence, the TVC was conceived by Emmy-winning director Reed Morano and production company Caviar. Dove has brought to the audience a complete TVC with a combination of humane messages and creative expression.
Multi-Platform Advertising and Using Influencers
In addition to being released on YouTube, the TVC will also be released on both TikTok and Instagram. Dove will also release a 30-second TV commercial that will run until the end of the year.
In particular, Dove organized a photo shoot for older models to record their stories and share their views on the beauty of aging. These photos will be featured on Dove’s official media channels and in paid social ads. At the same time, Dove will bring these photos to life through out-of-home (OOH) advertising on the Forever21 storefront in Times Square (USA).
Dove invests impressively in OOH (Illustration photo)
To increase the reach of the campaign, Dove also tapped 19 influencers of all ages. They will post content and share stories with the legendary Dove Beauty Bar product. From advertising on digital platforms to direct traditional advertising, it can be seen that “Beauty Never Gets Old” is a meticulous investment by the brand team to bring the campaign to a wide range of users.
Conclusion:
Always looking for new aspects of “Real Beauty”, Dove once again impresses with a strong, profound message through the campaign “Beauty Never Gets Old”. More than breaking the obsession with aging, with this campaign, Dove has changed the stereotype about the role and influence of older women in beauty advertising. Regardless of age, the brand has honored timeless beauty and aging itself is a beauty that deserves to be cherished.
Comment Policy: We truly value your comments and appreciate the time you take to share your thoughts and feedback with us.
Note: Comments that are identified as spam or purely promotional will be removed.
To enhance your commenting experience, consider creating a Gravatar account. By adding an avatar and using the same e-mail here, your comments will feature a unique and recognizable avatar, making it easier for other members to identify you.
Please use a valid e-mail address so you can receive notifications when your comments receive replies.
