Sports
Dove and Venus Williams support teenage girls in sports with tennis-inspired soap
Dive briefing:
- Dove has teamed up with tennis legend Venus Williams for a Dove x Venus #KeepHerConfident Beauty Bar, the brand’s first-ever limited-edition Dove Beauty Bar collaboration. according to a press releaseWith this effort you support the brand's Body Confident Sport program.
- The commemorative Beauty Bar comes in a tennis ball green color with a passion fruit and lemon balm scent and is engraved with the word Confident. Although the product is not sold in stores, consumers can enter a contest now until September 20 via a microsite.
- Dove will also support a series of activities aimed at celebrating body confidence, including a partnership with Black Girls Tennis Club and Bras for Girls. A partnership with Lyft will see Beauty Bar buses distributed to consumers in New York City.
Diving insight:
Dove is staying in line with its brand identity to support female empowerment with its partnership with tennis star Williams. The push is inspired by Dove research from 2023, which found that 45% of girls globally drop out of sports by the age of 14, twice as likely as boys, with body confidence being the top reason. The launch of the brand’s limited edition also aims to raise awareness of its Body Confident Sport program, a scientifically proven set of coaching tools developed with Nike to build self-confidence in young girls.
Timed well for the US Open tennis tournament, the Dove x Venus #KeepHerConfident Beauty Bar comes in a limited edition, made from recycled materials and is fully recyclable, with three Beauty Bars per can. The effort expands Williams’ existing role as a Dove brand ambassador.
The Beauty Bars are part of a larger initiative focused on inspiring confidence in young girls. Dove is partnering with the Black Girls Tennis Club to create a personalized tennis experience for middle school girls in New York City, hosted by Williams. The brand has also partnered with Bras for Girls to donate more than 1,000 sports bras to support girls from late elementary through high school, an age at which some girls may choose to stop playing sports due to body discomfort, according to press releases.
For those in the New York City metro area, Dove has partnered with Lyft to distribute a limited amount of Beauty Bar vans. Consumers can look forward to five wrapped Dove x Venus vans to get their hands on one of the packages.
Dove launched the Body Confident Sport initiative with Nike, the first time the two have collaborated, last fall with a plan to reach 1 million young people globally through the work. The program is part of the brand’s larger mission to build self-esteem and body confidence, which also includes efforts like the Campaign for Kids Online Safety, which aims to address the rise in mental health issues among young people related to social media, and an effort that encouraged people to embrace underarm confidence ahead of New York Fashion Week.
CMO Alessandro Manfredi, who spent two decades at parent company Unilever, left the brand in July. The executive played a key role in shaping the personal care brand’s signature Real Beauty platform, which challenges conventional beauty standards for women and inspires confidence.
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