Celebrating over 65 years, Dove kicked off 2025 with its “Get Unready” campaign, redefining the Beauty Bar as a comforting self-care ritual after life’s memorable moments. Debuting dramatically after midnight on New Year's Eve with striking out-of-home placements, the campaign's visuals, shot by Sandro Miller, capture the authentic aftermath of a night well spent. It evokes the feeling of washing away celebration. As Dove's Mele Melero explains, it’s about “the simple joy of unwinding after a special moment,” finding beauty in unfiltered reality. The campaign continued throughout the year, spotlighting similar "unready" moments across cultures and occasions.