beauty never gets old
dove beauty bar

Less than 2% of beauty campaigns cast women over 60. And the ones that do get cast are selling anti-aging.

At 67 years old, the Dove Beauty Bar is proof that getting older isn’t a flaw to be fixed. It’s something to celebrate. Beauty Never Gets Old was a campaign the beauty industry had never seen before, with a cast made up entirely of real women over 60. Each one a longtime Dove Beauty Bar user. We defied every category convention by turning age into our greatest asset. And it worked.

Watch the case study for more on the casting process.