While more than half of women (66%) feel pressure to look young, we at Dove are helping normalize aging in beauty, and reminding the world that women 60+ are today’s true beauty influencers.
Our Beauty Never Gets Old campaign aimed to disrupt the beauty conversation by using real portraits of life-long Dove Beauty Bar users and celebrating their timeless beauty, unapologetically.
After the campaign launched, we actively looked for social conversations and trends related to the key themes of our campaign as opportunities to amplify the message. Our community team spotted a viral TikTok series by creator @OllieMuhl (3.6M Followers), where he surprises his grandmother, a former international model, with a photoshoot after 50 years away from modeling. The heartwarming series garnered widespread admiration, with comments praising her graceful aging and resilience. Recognizing the content aligned perfectly with our “Beauty Never Gets Old” campaign message, we decided to jump in.
We reached out to Ollie & his grandma Kareen and discovered she was a Beauty Bar user! We immediately knew she would be the perfect partner, so we decided to create her first brand deal and insert her into the campaign film.
We created a new rendition of our campaign film that included Kareen, posting it on Dove’s TikTok. This agile response allowed us to authentically add the Beauty Never Gets Old content to TikTok vs just posting the original ad which isn’t always right for the platform. We also worked with Ollie on a reaction video featuring his grandmother, to live on his TikTok page.
Ollie’s reaction video garnered 1.5M organic views over the course of a few days, proving the value of responding to culture with agility and authenticity. It was also met with a ton of love from the community, with almost 100% positive sentiment.
Users even came to Dove's socials, sharing that Ollie's story inspired them to connect with the brand and they were excited to join our community for more stories like his. In addition, following the partnership post with Ollie, followers on Dove’s Channel increased +14.36%.
