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Beauty Never Gets Old
A film that casts a soap's oldest customers as its beauty influencers. To mark 67 years of the Dove Beauty Bar, ten real women over 60 — each a Dove user for decades, one since 1958 — take over the screen: one holds a headstand in her bathroom, another shreds an electric guitar in denim and Converse, another plays pool, eats Chinese food in the bath, dances and preens, all of it cut at pop-video pace to Meghan Trainor's "Me Too". On screen, each woman is introduced not by her age but by how long she has used the bar. The joke is aimed at an industry where only 2 percent of beauty advertising shows women over 60, and at a generation raised to dismiss the bar as their grandmother's soap: here, grandmother is the aspiration. Launched in August 2024 across streaming, television, social and a Times Square placement, the campaign reframed the product's age as its credential and drove an $11 million increase in Beauty Bar sales.
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