CLIENT
Dove
Dove
ROLE
Art Direction - Brand Strategy - Graphic Design - Copy
Art Direction - Brand Strategy - Graphic Design - Copy
THE CONTEXT
REAL CARE NEEDS A WIDER LENS
This campaign looks to the future of Dove by extending its message of empowerment to men, challenging beauty standards through inclusion. For many men, self-care is a personal and political act, embracing vulnerability in spaces that often resist it.
THE APPROACH
STRENGTH IN SOFTNESS
Highlights Dove’s commitment to redefining care in surprising spaces! This exciting campaign launches a gender-neutral product line and champions self-care, especially in traditionally male-dominated environments.
Strength in Softness expands into culture
The BroUP Truck
Dove brings softness to gyms, barbershops, and locker rooms with a mobile spa featuring cryotherapy chambers, massage tables, and grooming stations.
By meeting men where they are, Dove redefines self-care as a sign of confidence, showing that true strength can be gentle.
GENDER-NEUTRAL DOVE
As part of this evolution, Dove drops “+Men,” rebranding care products as genderless.
The result is a bold redefinition of beauty and care: universal, softer, and free of gendered boundaries.
Reflection
By reclaiming softness as a strength, Dove not only challenges toxic associations with masculinity but also repositiones itself as the brand at the intersection of care, culture, and inclusivity.