Dove new campaign celebrates its lifelong consumers, featuring a diverse group of women over 60 who have been loyal users for decades. This initiative challenges ageism and reinforces Dove’s enduring commitment to real beauty.
Campaign Overview
Dove, the 67-year-old beauty soap brand, has unveiled a new campaign celebrating its long-time consumers. The ad highlights a diverse group of women over 60, honoring them as ‘true beauty influencers.’ By doing so, Dove combats ageism and underscores its rich six-decade heritage.
Campaign Execution
Executed by Edelman, the campaign confronts the idea that beauty has an age limit and empowers women by celebrating their confidence, vibrant lifestyles, outfits, and hobbies. It targets both loyal older consumers and younger ones who value ‘real beauty,’ merging these audiences in a unified message.
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Dove’s Longstanding Advocacy
For over 20 years, Dove has been a leader in challenging unrealistic beauty standards. Its Real Beauty motto has pushed against harmful media representations and encouraged the beauty industry and society to address the negative impacts of unrealistic beauty ideals on women and girls.
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Efforts in India
In India, Dove has actively tackled societal beauty expectations, recently criticizing the outdated ‘look-tests’ used in arranged marriages, predominantly conducted by men and their families.
Addressing AI Concerns
Dove is also addressing the impact of artificial intelligence on beauty standards. The brand highlights the threat of AI perpetuating unrealistic beauty ideals and notes that almost 90% of women and girls encounter harmful beauty content online, with one in three feeling pressured to alter their appearance due to such content.
Conclusion
Dove new campaign not only celebrates the enduring beauty and confidence of women over 60 but also reinforces the brand’s long-standing commitment to challenging ageism and unrealistic beauty standards. By spotlighting these loyal consumers as ‘true beauty influencers,’ Dove continues its mission to promote real beauty and inclusivity. Through its impactful advertising, advocacy against harmful beauty ideals, and efforts to address societal and technological challenges, Dove remains a pioneering force in redefining beauty norms and fostering self-acceptance across all ages.
