Dove enlisted a group of women over 60 who were spotlighted for the campaign as “the real beauty influencers.” “Over half of women (66%) still feel pressure to maintain a youthful appearance and girls are starting anti-aging routines as early as age 10,” the brand reported in a statement to Glossy.

“This has been a long time coming because the beauty industry has long perpetuated unattainable ideals,” said Divya Raghavan, senior brand director of Dove Innovation and Equity. “Aging carries a lot of stigma and many older women have remained invisible in the beauty conversation.”

For the campaign, Dove hosted a day-long photo shoot for the mature models, shooting films and individual portraits to showcase the beauty of aging. The photos will be featured on Dove’s social channels and in paid social ads, as well as in real life in New York City above the Forever21 storefront in Times Square. In addition, Dove is releasing a 30-second TV commercial on the major networks that will run through the end of the year. The long-form version will appear on Instagram, TikTok and YouTube in paid and organic spots. Dove has also recruited 19 influencers of all ages who will post content on their own feeds and stories showing how they use the Beauty Bar.

“Portraying mature women in beauty campaigns broadens our traditionally narrow view of youthful beauty and supports women of all ages to celebrate ageing rather than fear it,” Katrine, who has been using Dove Beauty Bar since 1977, told Glossy. “By putting mature people at the centre of the beauty industry, I’m delighted that women will be more encouraged and inspired to discover and embrace their beauty throughout all decades of their lives.”

Consumers over 60, often referred to as boomers, are a growing but often overlooked demographic in beauty. According to a July report from Cosmetic Business, between 2019 and 2023, women over 55 — who are now at least 60 years old — were the only demographic to increase their use of beauty products. Their use increased by 2% during that period and by 5% since 2022.

Unilever, which owns Dove, released its second quarter and first half 2024 results on July 25. The report showed the company’s revenue rose 2.3% to $33.74 billion in the first half. The personal care division grew 5.6%, with growth led by the company’s “Power Brands” with underlying sales growth of 7%, according to the report. Unilever’s Power Brands include 30 brands such as Dove, Lux, Ponds, Vaseline and Rexona.