In 2025, Dove Men+Care reformulated its body wash for the first time in over a decade, getting rid of sulfates in favor of 24-hour MicroMoisture technology. But men’s skincare had changed; new players had entered the field, and Dove Men+Care now faced the challenge of breaking through. So it turned to sports—the one place men pay attention to high-performance brands. An athlete endorsement was the obvious play. There was just one problem: athletes are covered in logos, on gear covering their skin, making it impossible for a hydrating body wash to show what it can do.  Introducing The Skin+Dorsement, the first-ever sponsorship deal inked directly on an athlete’s skin. Partnering with Canadian snowboarding legend Mark McMorris, the campaign turned his shirtless, visibly healthy skin into a living billboard, humorously honoring a “no-shirt clause” everywhere from Olympic qualifiers to grocery runs. This playful, culturally resonant twist not only highlighted the product’s high-performance benefits but also captured national attention, driving over 119 million impressions—six times the KPI—and record-breaking engagement, making it Dove Men+Care Canada’s most successful campaign to date.