Dove Celebrates Ageless Beauty in Timeless Confidence Campaign

Dove’s “Beauty Never Gets Old” Campaign Challenges Ageism in the Beauty Industry

In a society where youth is often glorified and aging is stigmatized, older beauty remains undervalued. A recent study by Dove highlighted this issue, revealing that two-thirds (66%) of women feel pressured to look younger—an insecurity exacerbated by the overwhelming presence of anti-aging beauty products in the market. Disturbingly, even prepubescent girls are now flocking to skincare counters, seeking anti-aging solutions before they’ve even begun to experience the realities of growing older.

Continuing its mission to reshape society’s perception of beauty, Dove has launched its latest campaign, “Beauty Never Gets Old,” aimed at challenging the unrealistic expectations placed on women and girls of all ages. This bold initiative, crafted in partnership with Edelman, directly confronts the stigma against aging perpetuated by the beauty industry, offering a refreshing portrayal of what it truly means to age gracefully.

The “Beauty Never Gets Old” campaign showcases the diverse reality of aging, proving that older women are just as glamorous and that aging should be seen as a source of empowerment rather than something to be feared. The campaign coincides with the 67th anniversary of Dove’s iconic Beauty Bar cleanser, featuring real women over 60 who have been loyal users of the product for decades. These women are celebrated for their beauty, confidence, and strength, providing a new standard for younger generations to aspire to.

Megan Skelly, EVP and Executive Creative Director at Edelman, emphasizes the campaign’s significance: “What better way to fight the stigma of age than to increase the visibility of the legions of beautiful, glamorous, confident, badass women for girls and women to look up to. If this is what aging looks like, what are we afraid of?”

Skelly further highlights the importance of authentic representation in media and advertising: “Stigma and bias against aging (among other things) still prevail in media and advertising, presenting us with one stereotype after another. We didn’t make this [authentic presentation] up. This is what aging today looks like: it’s full of joy, style, strength, and attitude.”

The “Beauty Never Gets Old” campaign will have a widespread presence, including collaborations with content creators, an out-of-home takeover in New York and Los Angeles, and extensive paid media coverage across social, digital, and television platforms. Additionally, the campaign will feature a special tie-in with the upcoming reality series “Golden Bachelor” later this year, further amplifying its message.

Dove’s commitment to redefining beauty standards and challenging ageism continues to resonate with women of all ages, proving that beauty truly never gets old.