At the same time, the legacy brand’s research also found that younger women wanted to hear from modern elders about their skin care practices.

With the work, Dove aims to “create a generational connection and acknowledge the role older women have played in shaping the landscape of today,” Raghavan said. The target, then, isn’t just women over 60 but also “a larger cohort of consumers.”

As a soundtrack for the spot, the team chose a catchy Meghan Trainor dance-club hit called “Me Too,” often referred to as a self-confidence anthem. Shot recently in London, “Beauty Never Gets Old” comes from Emmy-winning director Reed Morano and production company Caviar. 

A bar soap ‘renaissance’

The campaign launches as Dove Body Bar edges toward septuagenarian status itself—it’s now 67 years old—and the bar soap category is having a bit of a renaissance in an industry better known for what’s new and next, Raghaven said. 

The segment, with brands like Olay, Pears and Neutrogena, sits in the broader body care market, which reached $32 billion in 2023, per Mintel. Sales had dipped as consumers turned to shower gels and other liquid products.

But there’s been an uptick in interest, as part of a back-to-basics trend percolating on social media. Other reasons for the bar soap revival range from nostalgic appeal to inflation and sustainability. A growing number of influencers are citing bar soaps as the greenest option and the better buy, with generally lower price points and longer lifespans.

Dove’s campaign will get an aggressive push via broadcast television during airings of ABC’s reality blockbuster The Golden Bachelor and other programs. Deals with influencers come via collaborator Obvious.ly.

Other paid media via Mindshare includes social and digital buys and out-of-home takeovers in high traffic areas of Los Angeles and New York’s Times Square.