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The Dove Beauty Bar has been an icon since 1957. In 2024, we relaunched it as an essential part of the getting ready routine: the end. We turned the bar into a canvas for stories from the night before, showing what it looks like after it’s used to remove makeup.
The campaign launched in Times Square, the New York Subway, and Picadilly Circus in London just after midnight on New Year's Day.
From Mardi Gras, to Carnival, to Holi, to Pride, we made soaps to launch worldwide in step with a calendar of events, giving Dove a voice throughout the year.
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