Dove is celebrating the beauty and privilege of aging with a new campaign that celebrates stylish seniors.

“Beauty Never Gets Old,” created by Edelman, flips ageism on its head as a film depicts 10 older women looking vibrant and dashing. Scored by Meghan Trainor’s hit pop song “Me Too,” the campaign promotes the 67th anniversary of Dove’s Beauty Bar, which has long been perceived as a “product for your grandmother.”

Also read: How 20 years of Dove’s Campaign for Real Beauty have changed marketing

In each scene, text reveals how long the woman shown has been a Beauty Bar user, as vignettes show them putting on makeup, wearing their best clothes and more. 

The campaign aims to celebrate undying beauty with aging. Additional elements include out-of-home in New York and Los Angeles, paid social and digital TV, creator partnerships and a partnership with “The Golden Bachelorette” series coming in the fall. 

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