Dove expands marketing through Elle series

The collaboration centers on Dove's Pink Beauty Bar, which appears throughout the first season of the series

Dove has partnered with Elle, the Legally Blonde prequel series streaming on Prime Video, in an integrated marketing campaign that combines product placement, experiential activity, creator collaborations and co-branded content.

The collaboration centers on Dove's Pink Beauty Bar, which appears throughout the first season of the series as part of a broader campaign designed to engage both long-time Legally Blonde fans and audiences discovering the franchise for the first time.

Product integration extends beyond the series

Set in 1995, Elle follows Elle Woods during her high school years before the events of Legally Blonde. As part of the partnership, the Dove Pink Beauty Bar features in episode three, where Elle begins her morning skincare routine using the product.

The brand also appears in a fictional 1990s-style magazine advertisement shown during another scene, extending the campaign's nostalgic theme.

Beyond the series, Dove participated in the Elle World immersive experience with a Confidence Corner activation, where visitors created personalised kits containing Dove products.

Kathryn Fernandez, head of Dove Masterbrand and Skin Cleansing, US: "Dove and Elle Woods are both icons that have shaped how we think about beauty and confidence for decades. This collaboration brings those legacies together, honoring the self-expression and joy of 90s beauty culture in a way that feels fresh and relevant today."

Campaign targets multiple generations

The campaign combines on-screen integrations with social content, creator partnerships and experiential marketing to extend its reach beyond the television series.

According to Dove, the collaboration is intended to connect with multiple generations of viewers by linking the brand with themes of confidence, self-expression and everyday beauty routines featured throughout the series.

www.dove.com

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