dove beauty never gets old
Role: Design Direction
Insight
As Dove celebrated the 67th anniversary of its iconic Beauty Bar, the brand saw an opportunity to challenge the industry’s obsession with anti-aging and reinforce its long-standing message of real, inclusive beauty. The creative task was to honor Dove’s legacy while bringing a fresh, contemporary look and feel to a culturally resonant campaign.
Idea
We developed a bold, celebratory campaign that reframed aging as a “badass privilege,” spotlighting the beauty of lived experience and self-acceptance. The campaign honored Dove’s heritage while delivering a powerful message of confidence and joy for all generations.
Execution
I led the design strategy and visual direction, carefully balancing Dove’s classic brand identity with elevated, modern design elements. Typography, layout, and imagery were selected to feel fresh but familiar—celebrating the product’s history while making a statement about the future of beauty.
Outcome
The campaign delivered an aspirational, multi-generational message that resonated deeply with Dove’s audience. It stood out for its positive stance on aging and further cemented Dove’s role as a beauty brand that champions authenticity, simplicity, and self-love.
“Dove, continuing its quest to bust stigmas, tackles the beauty industry’s youth obsession head-on with a campaign starring women of a certain age who have relied on a brand mainstay for decades. Unilever’s Dove cast 10 diverse women who are 60-plus years old, and not actors or models, and invited them to show up not as characters, but as who they are... They brought their own personality and attitude.”