• by Sarah Mahoney , 3 hours ago

While plenty of brands have hopped on the silken coattails of Netflix hit “Bridgerton,” Dove is taking its partnership to the next creative level, with ads celebrating its version of non-conforming beauty standards. Themed Let Them Talk,” the heavily costumed extravaganza celebrates both the comeback of the show, now in its fourth season, and a Dove x Bridgerton collection, available exclusively at Target.

Ads recreate the luxe ballrooms of the series and follow some beauty trendsetters — five creators known for showing up online and in real life with total confidence — as they move the crowd with Shondaland-worthy flair. “Real beauty can’t hide behind a mask,” the voiceover explains. “Royalty is to be found in those who wear their truth like a crown.”

In addition to the spots, Dove is amplifying the effort with influencers who will bring the “Let Them Talk” message to life in their own voices. Mythology is the agency.

The products (body wash, body scrub, antiperspirant and deodorant stick, bar soap and body mist) are available in four varieties: Moonlit Masquerade, Whispering Wisteria, Raspberry Rendezvous, and Love & Meadows., 

Of course, the Unilever-owned Dove isn’t the only brand jumping into the “Bridgerton” carriage. Netflix has built multiple partnerships as the air date approaches Jan. 29, including Allure Bridals, Pandora jewelry, NYX cosmetics, Jeni’s Ice Cream, Walmart and Williams Sonoma. There’s also a collaboration partnership with Liberty of London, offering an extensive range of fashion and home items in a signature botanical design.

Netflix has high hopes that in its fourth season, “Bridgerton” will maintain its popularity. Despite being jostled aside by more recent series, including “Stranger Things” and “Adolescence,” the property has continually been among the most-viewed shows in its lineup. This season marks the halfway point through the creative arc: “Bridgerton” is based on the series by Julia Quinn, with a romantic season for each of the eight Bridgerton siblings.

Netflix ranks “Bridgerton’s” first season as its seventh-most-viewed series of all time, with Season 3 coming in ninth.