Campaign: Dove and Bridgerton (fail)

Campaign: Dove and Bridgerton limited edition collection

Objective: “The royal treatment every queen deserves. Meet the scents that will transport you to wisteria-draped gardens and moonlit ballrooms. Each fragrance comes in several formats, including body washes, scrubs, mists, beauty bars, and hand soaps. The packaging is a standout, featuring elegant motifs and character silhouettes that make the products feel like collector’s items. Despite the high-end aesthetic, prices remain budget-friendly, ranging from $3.99 to $7.99.”

“This partnership is rooted in authenticity. While Bridgerton has redefined beauty standards on screen, Dove has spent decades doing the same through its “Real Beauty” campaigns. Both brands note that the collection honors those who stay true to themselves while indulging in a touch of regal luxury.”

Why it flops: Target has some audacity. In 2024 they bent the knee to President Trump’s wishes to reverse DEI in their store policy, the removed their partnerships with black and brown partnerships. I suppose this is their win back favor of their loyal shopping base they lost last year. This campaign could be something sweet, but it is so lame, There’s no thought, emotion, feeling, sentimentality; they slapped on some florals on their bottles and called it a ‘thing’ while romanticizing the much beloved ‘Bridgerton’ show. In theory yes, these things ‘go-together’ but this isn’t the way. This feels flat and insulting. Target has a lot to learn from and a lot to make right. This is a misstep.

Via: https://www.dove.com/us/en/campaigns/products/dove-and-bridgerton.html