What Handmade Sellers Can Learn from Dove’s “Beauty Never Gets Old” Campaign

Embrace Authenticity and Defy Stereotypes to Strengthen Your Brand

Dove’s latest campaign, “Beauty Never Gets Old,” celebrates aging, challenges stereotypes, and embraces the beauty of real women over 60. With this powerful message, Dove proves that beauty doesn’t have an expiration date, offering a fresh perspective on how brands can challenge the norms and create more inclusive, authentic campaigns. But how can this apply to handmade sellers? Let’s get into the key takeaways and what you can learn from Dove’s commercial to build a stronger, more relatable brand.

Key Takeaways from Dove’s "Beauty Never Gets Old" Campaign

1. Embrace Authenticity

One of the standout elements of Dove’s campaign is its focus on real women, not celebrities or models. These women have been using Dove products for decades, and their authenticity shines through in every scene. This approach aligns with the brand’s long-standing commitment to promoting natural beauty and authenticity.

What Handmade Sellers Can Learn: Customers today value authenticity and transparency. As a handmade seller, you have a unique story behind your products—how you source your materials, your inspiration, and your passion for creating. Sharing that genuine story builds trust and emotional connections with your customers. Just like Dove showcases real women, you can showcase real experiences, customers, or even behind-the-scenes moments to show the human side of your brand.

Action Tip: Share the real story of your products—where they come from, why you make them, and how they benefit your customers. Post behind-the-scenes videos or testimonials from happy customers on social media to keep it real.

2. Challenge Industry Norms

Dove has long been known for disrupting the beauty industry’s narrow standards. With this campaign, they challenge the notion that youth equals beauty, showing that beauty evolves with time. Their decision to feature women over 60 sends a powerful message about inclusivity and self-love.

What Handmade Sellers Can Learn: Handmade sellers often have the flexibility to step outside the usual mass-market standards. This is your chance to challenge industry norms and create something unique. Whether it's embracing eco-friendly practices, representing underrepresented groups, or simply offering something new and different, standing out by challenging the status quo can make your brand more memorable and respected.

Action Tip: Think about what makes your brand different. Are there any norms in your industry you can push against? If your brand stands for sustainability, inclusivity, or uniqueness, make that a cornerstone of your messaging.

3. Celebrate Your Longevity and Growth

Dove’s campaign not only celebrates the beauty of aging but also highlights the legacy of their Beauty Bar, which has been a household staple since 1957. By emphasizing their longevity, Dove taps into the trust they’ve built over the years while embracing their product's evolution.

What Handmade Sellers Can Learn: If you’ve been in business for several years, that’s something worth celebrating! Customers love supporting businesses with history and experience. Whether you’ve been around for decades or just a few years, showing how your brand has grown and evolved over time is a great way to build credibility. It reminds customers that your products are loved by many, and your business has stood the test of time.

Action Tip: Share a timeline of your brand’s journey on your website or social media. Celebrate your business anniversaries or milestones with your customers, offering them a behind-the-scenes look at how you’ve grown. Link to Dove Commercial: Watch Dove’s "Beauty Never Gets Old" Commercial

How to Apply These Lessons to Your Handmade Brand

1. Build a Relatable Brand Story

Dove's campaign works so well because it taps into a universal truth: beauty isn’t confined to youth, and aging is a natural, beautiful process. As a handmade seller, your products likely reflect a personal story or passion. Sharing that journey with your customers not only builds brand loyalty but also makes your business relatable.

Action Tip: Write out the story of your brand—why you started, what drives you, and how your products reflect your values. Make sure this story is front and center on your website and shared across social media.

2. Be Inclusive

Just as Dove embraces the beauty of all ages, your brand should consider inclusivity in all forms. Whether that’s through offering a diverse range of products, being eco-conscious, or representing a variety of customers in your marketing, the more inclusive your brand feels, the more people will want to be part of it.

Action Tip: Show diversity in your product offerings, from who your products are for to how you market them. Feature different ages, backgrounds, and lifestyles in your product photography and messaging.

3. Use Authentic Testimonials

Dove’s use of real women in their commercials adds a layer of credibility that resonates with consumers. Handmade sellers can do the same by highlighting real customer testimonials or user-generated content.

Action Tip: Collect reviews from your customers and share them on your product pages, emails, or social media. Encourage customers to post photos of themselves using your products and tag you for a more authentic connection.

Conclusion: Keep It Real, and Your Brand Will Shine

Dove’s “Beauty Never Gets Old” campaign teaches us the power of authenticity, inclusivity, and challenging industry norms. As handmade sellers, there’s much to learn from this approach. By focusing on what makes your brand genuine and unique, sharing your story, and embracing your customers as part of that journey, you can build a strong connection with your audience and stand out in a crowded market.

Question: How can you apply these lessons to make your handmade brand more authentic and relatable?

Link to Dove Commercial: Watch Dove’s "Beauty Never Gets Old" Commercial