In an industry obsessed with youth and anti-aging, the new Dove ‘Beauty Never Gets Old’ campaign feels like a gust of fresh air blowing through a room full of anti-aging serums. A nod to aging confidently and authentically—Dove is taking a sledgehammer to the ageist walls of the beauty industry.
By showcasing women over 60 as their fierce, fabulous selves, the campaign is aimed at redefining what beauty truly means. It’s a powerful statement against the pervasive ageism that has long defined beauty standards.
The Invisible Majority No More
For decades, older women have been largely invisible in beauty advertising. And when they do make an appearance, they’re often wrapped in soft lighting, decked out in pastel hues, with a side of “let’s pretend wrinkles don’t exist.”
Dove’s campaign flips this tired script on its head, putting real women—longtime loyalists to the brand—front and center. And trust me, they’re not here to blend into the background.
Meet Vanessa, a Dove Body Bar devotee since 1958. But don’t expect her to be knitting by the fire. Nope, Vanessa is shredding on an electric guitar in denim and Converse, proving that age is just a number, not a personality type. This isn’t your grandma’s beauty ad—unless, of course, your grandma is cooler than you, in which case, you’re basically living in a Dove commercial.
Ageism, You’ve Met Your Match
Ageism in beauty not only reflects the absence of older women but also the insidious message that youth is beauty, and aging is a problem to solve. Dove’s campaign gives this notion the boot. By featuring women over 60 as icons of beauty, Dove is saying loud and clear: beauty isn’t about trying to erase the years, but celebrating the wisdom, experience, and confidence they bring.
More than just marketing, the campaign has been received as a cultural reset–a conversation starter. The Unilever brand’s research uncovered that 66% of women feel the pressure to look young, with some girls starting anti-aging routines as early as 10 years old (yes, you read that right). The fear of aging is real and “Beauty Never Gets Old” turns that fear into empowerment, showing us that beauty doesn’t fade—it evolves.
Real Women, Real Beauty
One of the most noteworthy aspects of the campaign is its authenticity. These women are not models or actors but longtime users of Dove products, bringing their own stories and sass to the screen. They’re not just playing a role—they are the role.
This authenticity is crucial because it challenges the narrow, airbrushed ideal of beauty that’s been held onto for too long. By celebrating these women just as they are, Dove sends a powerful message: beauty doesn’t have an expiration date. Whether it’s Angelina, who’s been using Dove since 1967, showing off her pool shark skills, or Katrine, a fan since 1977, rocking her signature beret, these women are living proof that beauty isn’t bound by age—it’s timeless.
A Bridge Across Generations
No one is losing here. Sure, the spotlight is on older women, but the message resonates across age groups. Younger women, according to Dove’s research, are eager to learn from their elders about skincare and beauty. By highlighting the decades-long relationships these women have with Dove, the campaign creates a sense of connection that spans generations. Beauty, it turns out, is a lifelong conversation.
And let’s not forget the campaign’s soundtrack—Meghan Trainor’s “Me Too” adds a pop of self-love and empowerment, driving home the idea that confidence is ageless. It’s a feel-good anthem that reminds us all: beauty isn’t something you outgrow, it’s something that grows with you.
By featuring older women in all their joyful, confident glory, Dove is sparking a much-needed conversation about age, beauty, and representation.
