Dove Turns Everything—Including Its Logo—Gray In Fight Against Workplace Ageism
By Alexa Heah, 23 Aug 2022
Once again challenging media stereotypes through its #RealBeauty campaigns, Dove is now shifting its focus to ageism in the workplace.
The beauty brand is introducing the #KeepTheGrey initiative, in which its signature gold emblem will turn gray across all of social media in solidarity with older women who may be aged out due to discrimination.
According to The Drum, Dove’s idea was spurred by a recent report that Canadian television anchor Lisa LaFlamme had lost her job after 35 years on CTV National News due to her decision to stop dyeing her graying mane.
Customers can take part in the effort by updating their profile pictures to grayscale images, using the hashtag #KeepTheGrey to show their support for “women aging beautifully on their own terms.”
Furthermore, the firm will donate US$100,000 to nonprofit Catalyst, which aims to make workplaces more inclusive and conducive for women of all ages.
“Aging is beautiful. We should be all able to do it on our own terms, and without any consequences. That’s why we’re going gray,” Dove writes on Instagram.
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