Dove, persevering with its quest to bust stigmas, tackles the wonder business’s youth obsession head-on with a marketing campaign starring ladies of a sure age who’ve relied on a model mainstay for many years.
A lady named Vanessa, as an example, has been utilizing Dove Physique Bar since 1958. She seems within the business wearing denim and low-top Converse, blissfully shredding on an electrical guitar.
So the notion of Dove as “your grandma’s soap” could also be technically appropriate—besides, there’s no mud, doilies, or stodginess right here. Actually, Nana flat-out rocks.
The brand new work, from longtime inventive companion Edelman, purposely performs with numbers at a time when anti-aging skincare merchandise are all the fad for adults and, controversially, for preteens.
Unilever’s Dove solid 10 various ladies who’re 60-plus years outdated, and never actors or fashions, and invited them to indicate up “not as characters, but as who they are,” in line with Divya Raghavan, senior model director of innovation and fairness. “They brought their own personality and attitude.”
An invisible demo
The marketing campaign—which is scheduled to run till 12 months’s finish and matches tonally with the lauded “Real Beauty” platform—intends to “put the spotlight on older women, who are rarely visible in the beauty conversation,” and rejoice them in an empowering, unapologetic, non-patronizing manner, she stated.
Amongst these featured within the spot are Angelina, a buyer since 1967, who exhibits off her pool shark expertise, and the beret-clad Katrine, a fan since 1977.
“Beauty Never Gets Old” needs to make a particular level about getting old, given a few of Dove’s current analysis, which discovered that 66% of ladies say they really feel strain to look younger, and ladies as younger as 10 are beginning anti-aging skincare routines.
“The fear around aging is growing,” Raghavan instructed ADWEEK. “We wanted to make it a source of joy and confidence rather than the anxiety it often is.”
