As Netflix and Shondaland get people excited about the launch of Bridgerton season 4, Dove has taken the opportunity to use what the series represents to advance its real beauty mission. Bridgerton’s characters defy convention and embrace their individuality. The series challenges society’s rules. For more than two decades, Dove has defied beauty’s “rules”, instilling in women a love for their own individual beauty however that is presented and at any age. But real power, the brand asserts, belongs to the women who defy beauty standards and refuse to blend in, despite the opinions of others.

The Dove x Bridgerton campaign, Let Them Talk, celebrates authenticity as its own form of royalty. It was developed by US creative agency, Mythology, and the campaign film was directed by Superprime director, Philippa Price. Using the Bridgerton world, the film “unmasks” five creators known for showing up online and IRL unapologetically and with total confidence, showing their real unfiltered beauty, while a narrator reminds viewers that “royalty is to be found in those who wear truth as their crown”.

The campaign follows launch of the limited-edition Dove x Bridgerton product collaboration of four new fragrances into the limited-edition collection of body washes, beauty bars, body scrubs, hand washes, antiperspirant deodorants, and body mists, available at Target.