The Idea

DOVE Men+Care set out to challenge stereotypes in men’s grooming, moving beyond surface-level advertising to spark a real cultural shift. To do this, they turned to England rugby captain Ben Youngs—a trusted voice whose approachable personality and respected public profile made him the perfect ambassador.

The Action

The campaign aimed to promote self-care as a core part of men’s wellbeing, encouraging confidence and authenticity in everyday routines. Across social media and digital activations, Ben gave audiences an honest glimpse into his own grooming habits. Relatable, candid content showcased his daily rituals, reinforced by video interviews and behind-the-scenes footage where he spoke openly about the importance of self-care both on and off the field.

The Outcome

Fans didn’t just watch;l they engaged. Interactive digital activations encouraged men to embrace grooming as part of their lifestyle, reframing it as something empowering rather than superficial. The unpolished, authentic tone cut through traditional advertising noise, creating genuine connections with audiences.

The impact was clear: DOVE Men+Care achieved stronger engagement and broader reach across its digital platforms. More importantly, the campaign positioned the brand as a champion of men’s confidence and mental wellbeing. By blending sport and self-care, Ben Youngs helped dismantle stigma and showed that grooming can be a powerful expression of self.

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