Dove partners tennis icon to empower young girls
By Felicia Nwosu
Dove has partnered with tennis icon and legend, Venus Williams to introduce the Dove x Venus #KeepHerConfident Beauty Bar, marking the brand’s first-ever limited-edition Dove Beauty Bar collaboration. The initiative supports Dove’s Body Confident Sport program and aims to inspire body confidence among young girls.
The special-edition Beauty Bar, featuring a tennis ball green hue and a passion fruit-lemon balm scent, is engraved with the word “Confident” and is available through a giveaway running until September 20 via a dedicated microsite.
In addition to the giveaway, Dove is launching activities focused on promoting body confidence, including collaborations with Black Girls Tennis Club and Bras for Girls. As part of the initiative, Dove has also teamed up with Lyft to distribute the Beauty Bar canisters to consumers in New York City.
Dove’s partnership with Williams aligns with the brand’s commitment to empowering women. The campaign is inspired by 2023 Dove research, which found that 45% of girls worldwide quit sports by age 14, double the rate of boys, with low body confidence being the primary reason. The limited-edition Beauty Bar aims to raise awareness of Dove’s Body Confident Sport program, a scientifically-backed coaching tool developed with Nike to boost confidence in young girls.
Timed to coincide with the U.S. Open tennis tournament, the Dove x Venus #KeepHerConfident Beauty Bar comes in a canister made from recycled materials and is fully recyclable, with three Beauty Bars per pack. The initiative extends Williams’ role as a Dove brand ambassador and is part of a broader effort to encourage confidence in young girls. Dove is teaming up with Black Girls Tennis Club to host an in-person tennis event for middle school girls in New York City, featuring Williams. Additionally, the brand has partnered with Bras for Girls to donate over 1,000 sports bras to girls in late elementary to middle school, addressing concerns that often lead girls to drop out of sports.
For consumers in the New York City Metro area, Dove has partnered with Lyft to distribute a limited number of Beauty Bar canisters via five specially wrapped Dove x Venus cars. The Body Confident Sport initiative, launched last fall in collaboration with Nike, marks the first time the two brands have worked together, aiming to reach 1 million young people globally. This initiative is part of Dove’s broader mission to foster self-esteem and body confidence, which has also included efforts like the Campaign for Kids Online Safety and a push to promote armpit confidence ahead of New York Fashion Week. Marketing Dive, in its report, also highlighted that CMO Alessandro Manfredi, who was instrumental in shaping Dove’s “Real Beauty” platform, departed the brand in July after two decades with Unilever.
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