LSN : News : Dove celebrates ageing with Beauty Never Gets Old campaign

Dove celebrates ageing with Beauty Never Gets Old campaign

Beauty Never Gets Old by Dove

Global – Dove, the 67-year-old personal care brand, is embracing the beauty of ageing with its latest campaign, Beauty Never Gets Old. This 360-degree initiative is designed to disrupt traditional beauty narratives around ageing while celebrating the longevity of Dove’s iconic Beauty Bar, a product that has been a staple in American households since its launch in 1957.

The campaign features real, long-time users of the Beauty Bar, highlighting their stories and the beauty of growing older. Dove hosted a one-day photoshoot to film and photograph these mature models. The images will be showcased across Dove’s social media platforms and in paid social advertisements as well as being displayed above the Forever 21 store in Times Square. Additionally, Dove is airing a 30-second commercial on major networks through the end of the year.

This initiative comes at a time when consumers over 60, particularly Boomers, are increasingly engaging with the beauty industry. According to a July report from Cosmetic Business, women over 55 were the only demographic to increase their beauty product usage between 2019 and 2023, with a 2% growth during that period and a 5% rise since 2022.

Strategic opportunity

Instead of pushing older cohorts into adhering to traditional beauty standards, consider how you can celebrate the ritual of ageing by debunking beauty myths in your product and marketing comms

Barcelona’s Amiko Gelato elevates the ice cream experience with vibrant design

Amiko Gelato by Masquespacio, Barcelona, Spain

Spain – In Barcelona’s vibrant Eixample district, Amiko Gelato redefines the ice cream experience through a unique blend of colour and design. Located near the bustling Passeig de Gràcia, the newly opened gelateria offers more than just a diverse menu of gelato flavours – it delivers an immersive, sensory journey. Designed by Masquespacio, a studio known for its bold and innovative aesthetics, the 140-square-metre space is a visual feast that merges futuristic elements with historical design influences.

The interior is characterised by a striking mix of earthy and pastel tones applied to curved surfaces and voluminous decorative components, creating a dynamic contrast that draws the eye. The material palette is equally rich, featuring a blend of coloured ceramic tiles, wood surfaces and metal structures. This combination not only enhances the visual appeal but also adds a tactile dimension to the space. Playful, ice cream-inspired sculptures and strategically placed tropical greenery further elevate the experience, providing a sense of playful escapism amid the urban environment.

Amiko Gelato’s design goes beyond aesthetics, using colour and form to create a sensory-rich environment that becomes a hyper-local destination itself, a trend we identified in our analysis of World Retail Congress 2024: Let’s Get Hyperphysical.

Strategic opportunity

Experiment with local store formats and use playful design and architecture that invites people to ditch their screens and fully immerse themselves in the space

The Royal Mint pioneers e-waste gold extraction

Eternal Gold by Prada, Italy

UK – The Royal Mint has launched a Precious Metals Recovery factory in south Wales to extract gold from disused technology.

Marking a world first in sustainable gold extraction from electronic waste, the facility will process up to 4,000 tonnes of printed circuit boards annually, recycling valuable materials from old phones, televisions and other electronic devices to create commemorative coins and jewellery.

This initiative addresses an alarming rise in e-waste. A recent UN report highlights that global e-waste reached a record 62m tonnes in 2022 and is growing five times faster than the amount that is recycled.

By extracting 165 grammes of gold per tonne of circuit boards – with a value of about £9,000 ($11,615, €10,570) – The Royal Mint is reducing reliance on mining and transforming the recovered metals into new products such as fine jewellery.

In our Regenerative Luxury Jewels report, we previously analysed how the jewellery industry is ripe for re-invention by sustainable and socially responsible businesses such as The Royal Mint.

Strategic opportunity

Jewellery brands should look to collaborate with The Royal Mint or other e-waste recycling companies to source recycled gold and silver for their products, creating a unique tech-centric brand narrative while advancing the circular economy

Stat: Growing online demand drives surge in perimenopause care products

Moving With Menopause by P.volve in collaboration with Elektra, US

Global – While searches for ‘perimenopause’ have surged by 151% over the past five years, the market is expanding to include more than just supplements. In-demand products now include perimenopause apps for tracking symptoms, books offering guidance, and tests for monitoring hormonal changes. This growing trend highlights a broader shift towards better care during the perimenopause.

This shift in focus is reflected on platforms including TikTok, where #perimenopause has amassed more than 80,000 videos, signalling a growing awareness of this life stage. The interest in perimenopause care has led to a significant rise in demand for related products.

In our Tech-powered Perimenopause microtrend report, we analysed advancements in this sector, including the use of AI and hormone testing, to create personalised solutions. Such developments are transforming health management during this time into a holistic, customised experience. For insights into how perimenopausal women eat, move, sleep, focus and relax, check out our Perimenopause Wellness Market.

Strategic opportunity

Consider producing books, online courses and content to educate women about managing the perimenopause. Partner with influencers on platforms such as TikTok to raise awareness and promote effective perimenopause care products