Dove celebrates six decades of its Beauty Bar with new campaign
The iconic Dove Beauty Bar is celebrating six decades, and to pay homage to a classic product, the brand is rolling out a campaign that normalizes aging.
With its “Beauty Never Gets Old” campaign, the brand seeks to disrupt the conversation of aging and the pressure to look young by utilizing real portraits of life-long Beauty Bar users and celebrating their timeless beauty.
To learn more about how the campaign came to fruition, Inside Beauty spoke to Divya Raghavan, senior brand director of Dove Innovation and Equity, who shared that uncovering new data regarding how women feel about aging led to the start of the movement.
“More than half (66%) of women feel pressure to look young, and girls are starting anti-aging skincare routines as young as 10-years-old, we felt compelled to bring back an appreciation of real beauty,” said Raghavan. “Much of the beauty industry continues to perpetuate unachievable ideals that make us afraid of aging; however, at Dove, we think it’s time to normalize aging in beauty and remind the world that women 60+ are some of the best beauty influencers.”
[Read more: Dove’s Bond Strength collection aims to repair damaged tresses]
Encouraging women and girls of all generations to celebrate aging instead of fearing it is part of Dove’s ongoing mission of inclusive beauty, including normalizing aging bodies in the space.
To spread this message, the brand worked with real people, specifically women 60 years old and older who are long-time users of the Dove Beauty Bar.
“Regardless of appearance, race, ethnicity, body size, physical ability, socioeconomic status, sexual orientation and personal style. Each woman brings glamor to the forefront in their own way, embracing both age and beauty with confidence and honest attitude,” said Raghavan.
Circling back to the Dove Beauty Bar, the product was chosen to be part of the campaign due to its rich history of being part of daily skin care routines for the past six decades.
[Read more: Dove celebrates 20 years of ‘Real Beauty’ with renewed commitment]
“Providing superior care to generations of women’s skin for more than six decades, the Dove Beauty Bar has become a staple in the beauty routines of all women—no matter their age," said Raghavan. "The Dove Beauty Bar has cemented its status as a true beauty icon, being centered within the beauty conversation across all generations.”
Lastly, Dove is also hoping the public will take part in the campaign by sharing their own Beauty Bar memory on social media.
