Today, beauty brand Dove announced its partnership with GRAMMY award-winning global music icon and skin realist Ciara to help reduce skin-related insecurities so women feel they have nothing to hide. With 76% of women avoiding clothes that reveal uneven skin, women often make everyday choices shaped by what they assume should be covered up – from avoiding the beach to adding layers. To flip this outdated narrative, the brand partnered with Ciara to remix the childhood classic “The Hokey Pokey,” and empower women to show off their skin with confidence.
“The Hokey Pokey” is a song and dance where you move your body in and out — the same way women often hide areas of themselves they feel most self-conscious about. Inspired by real stories of skin insecurities, this modernized version of “The Hokey Pokey” is flipping the script. It was written as an anthem for women to reclaim confidence in their skin and to put it all out there — no hesitation, no apologies. This isn’t just a remix of “The Hokey Pokey,” it’s a bold and joyful celebration to help remove the skin-hibitions women face daily.
“I’ve always believed in owning your story, skin marks and all, so partnering with Dove to remix ‘The Hokey Pokey’ in such a meaningful way has been powerful — not just as an artist, but as a woman and a mom. Having been in the spotlight for most of my career, I’ve felt the pressure to hide things like stretch marks or uneven skin. But over time, I’ve learned confidence is about embracing, loving and caring for your skin,” said Ciara. “This version of ‘The Hokey Pokey’ encourages us to love the skin we’re in and do what makes us happiest without fear or filter, because we all deserve to feel seen, celebrated and supported — not covered up.”
This campaign celebrates the first anniversary of the launch of the Dove Cream Serum line, which marked the brand’s new launch into the dermo-cosmetic body lotion category, which has seen success across geographic markets to date. Dove saw a gap in the market for accessible, quality options that help alleviate frustrating skin damage concerns that can cause women to feel insecure, such as uneven tone, rough texture or extra dry, flaky skin. Developed with dermatologists, the Dove Cream Serums are designed to deliver 72-hour moisture and visibly improve skin texture, and help even skin tone. They work by supporting the skin’s natural regenerative process to care for each person’s unique skin. Available in options tailored to women’s top skin concerns, these clinically proven, lightweight body serums offer solutions to minimize possible sources of insecurity on their personal skin confidence journeys.
“Dove’s mission has always been to turn beauty into a source of happiness and confidence, not anxiety. With our remixed version of ‘The Hokey Pokey’ in partnership with Ciara, we hope to inspire women to let go of their skin-hibitions,” said Bérengère Loubatier, Senior Global Brand Vice President, Hair and Skin Care at Dove. “Our research shows that while some women view their skin marks as a positive reflection of their journey, others may carry insecurities. That’s why, with Dove Cream Serums and this new joyful anthem, we want every woman to feel empowered to sing, dance and embrace their skin with confidence.”