THE CHALLENGE

Men’s skincare is often overlooked and this can be especially detrimental in cold climates. When Dove launched their reformulated Dove Men+Care body wash made specifically for dry skin, the brand knew they needed an attention-grabbing way to prove its efficacy against cold climates. Athlete sponsorships typically focus on equipment or athletic performance, but Dove needed to prove that its formulation hydrates and moisturizes under even the most brutal conditions.

THE STRATEGY

Dove partnered with Canadian Olympic snowboarder Mark McMorris to reimagine what it means to sponsor an athlete. While most brands sponsor equipment, Dove sponsored Mark’s skin to spotlight skincare as a key part of performance. The brand launched the first-ever Skin+Dorsement, framing hydration as essential to any athlete’s routine. By partnering with McMorris, someone constantly exposed to freezing temperatures, Dove put its new formula to the ultimate test, proving it delivers performance-grade skincare built for even the toughest climates.

THE EXECUTION

Dove Men+Care signed Mark McMorris to a Skin+Dorsement deal, placing its body wash front and centre with eye catching visuals like McMorris having a temporary Dove Men+Care contract tattooed onto his bare chest. A stamp of confidence in the product’s performance. Video content documented his skin’s response to the extreme cold weather, validating the products hydration promise and challenging McMorris to go shirtless in key cities, emphasizing the brand’s confidence in its moisture formulation.

THE OUTCOME

The campaign generated buzz across sports audiences, media outlets and skincare enthusiasts. The bold campaign reinforced the power of Dove’s new formula and deepened the brand’s trust with consumers. The Skin+Dorsement proved a compelling result, if Dove’s product works for an Olympic snowboarder, it can work for anyone.