I led the design for Dove’s 67th-anniversary campaign celebrating the iconic Dove Beauty Bar. The key design opportunity was finding a balance between Dove’s legacy branding and a fresh, contemporary aesthetic.

This campaign boldly addresses societal stigmas around aging and celebrates the beauty of the individuals within it, delivering a positive and aspirational message that resonates across generations. In an industry that often pressures individuals to fight aging with costly and extensive routines, this campaign offers a refreshing reminder that aging is a badass privilege.

Design Direction: Emma Dowling

“Dove, continuing its quest to bust stigmas, tackles the beauty industry’s youth obsession head-on with a campaign starring women of a certain age who have relied on a brand mainstay for decades.
Unilever’s Dove cast 10 diverse women who are 60-plus years old, and not actors or models, and invited them to show up “not as characters, but as who they are,” according to Divya Raghavan, senior brand director of innovation and equity. “They brought their own personality and attitude.””–ADWEEK