Dove has debuted a new commercial and campaign spotlighting its newly reformulated Alcohol-Free Whole Body Deodorant during the 2026 Grammy Awards.
The ‘Let Your Body Body’ campaign – released on 1 February to coincide with the annual music awards event – features a Y2K era remix of The Pussycat Dolls’ song ‘Don’t Cha’, reimagined instead as a song titled ‘Hot Like Us’.
The Unilever-owned brand claimed it is using nostalgia to frame a “broader conversation around confidence, skin care and how consumers approach whole-body deodorants”.
The remixed song was written, recorded and performed in partnership with Nashville-based singer-songwriter Molly Grace.
The 68th Annual Grammy Awards took place at the Crypto.com Arena in Los Angeles, California, with artists including Chappelle Roan and Kendrick Lamar among this year’s winners.
“With unmistakable Y2K energy, Dove is pairing nostalgia with product innovation, and a lyric-driven bop that feels both confident and catchy,” read a statement from Dove.
Beauty brands have been increasingly launching whole-body deodorants amid a boom in demand for the products.
Unilever itself doubled down its focus on the category last year, having launched several new products via its personal care brands Sure and Rexona, alongside Dove.
Dove is using the new campaign to showcase its upgraded Alcohol-Free Whole Body Deodorant formula, which is infused with a boosted 35% nourishing serum, including 2% glycerin and vitamin E.
“The formula reflects Dove’s continued push to blur the lines between deodorant and skin care, meeting growing consumer demand for whole-body solutions that treat the body skin with the same care as facial products,” a Dove statement read.
It is also the latest edition to Dove’s broader Hot Seats platform, which reflects the brand’s long-term investment in the music industry.
Hot Seats – an official partnership with music academy, Recording Academy – gives music fans access to events and also includes a chance to win a seat at the 2026 Grammy Awards.
Dove’s new campaign comes at a time when more beauty brands are tapping into music collaborations to solidify their brands in the minds of consumers.
This saw brands such as Huda Kattan’s cosmetics brand Huda Beauty launch its second-ever music video in 2025 to promote its lip stains.
UK beauty business Rimmel London has also launched a new music-inspired make-up range last year.
The Full Volume collection comprises four “festival-proof” Glow Sticks, available on TikTok Shop, and the addition of five chrome and pearl-infused shades to Rimmel's nail range.
The late rockstar Ozzy Osbourne also launched a gothic-themed make-up collection created in collaboration with Jolie Beauty.
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