THE CHALLENGE

The Dove Beauty Bar has been trusted for generations, but in a culture obsessed with youth, it was being dismissed by a rising generation as “your grandma’s soap.” With only 2% of beauty ads featuring women over 60, the category’s ageism had gone unchecked. We needed to spark new relevance for an old product by celebrating the women who made it iconic.

THE STRATEGY

Nearly two-thirds of women feel pressure to look younger, while girls as young as 10 are buying anti-aging products. Instead of chasing youth, we leaned into age as our advantage. Our insight was simple: the women who made the Dove Beauty Bar iconic were still using it and admirably defining beauty on their own terms. By spotlighting women 60 and older as the faces of beauty, we built a campaign that transcended generations and flipped the narrative on aging.

THE EXECUTION

We cast ten real women, all over 60, each a long-time Dove Beauty Bar user. Set to Meghan Trainor’s anthem “Me Too,” the film celebrated their bold personalities, not as a nod to nostalgia, but as a vibrant redefinition of what beauty looks like. The spot ran across streaming, linear, digital, social, and Times Square OOH placements. The campaign line, “Beauty Never Gets Old,” reframed a product’s age as its greatest strength.

THE OUTCOME

This work reclaimed who holds influence in beauty, proving that older women are relevant, powerful drivers of brand love and business growth. 

• $11M increase in Dove Beauty Bar sales
• 70% higher dollar sales compared to previous campaigns
• 1.4B earned media impressions and 1.6M organic views
• 92% Share of Voice in beauty category coverage