Beauty Never Gets Old

It was the 67th anniversary of the iconic Dove Beauty Bar. Our challenge: give people a new reason to care about a product that hasn’t changed in decades. In a category obsessed with the next big thing, the Beauty Bar was a thing of the past. Like every beauty brand, our target was “young women” (18-49). But early on, we recognized that women 50+ aren’t just valuable beauty buyers–they’re longtime Beauty Bar users, and powerful influencers in their own right. ‘Beauty Never Gets Old’ turned age into our greatest asset.