Dove is expanding its presence in live music through a new partnership with Charli xcx, using her Music, Fashion, Film tour to connect product marketing with ticket access, physical media and venue-based fan experiences.
The collaboration marks the third project between Dove and Charli xcx, with the beauty brand joining the tour as an official sponsor through the second year of its Hot Seats initiative.
Ahead of shows in Philadelphia, New York City and Los Angeles, Dove staged pop-ups at Repo Records, Iconic Magazines and Book Soup. The first 300 visitors at each location received a limited-edition Dove x Charli xcx newspaper featuring exclusive tour photography.
“Peel & Reveal” stickers inside the publication gave fans the chance to win tickets to sold-out shows, while product samples extended the activation beyond the printed collectible.
Inside the venues, Dove is introducing branded concourse spaces, Polaroid opportunities, mirror installations and sampling stations. Fans sharing live concert content through Confetti can also receive real-time ticket upgrades through the Hot Seats campaign.
Hot Seats is all about showing up for fans with the same energy they bring for the artists they love. Whether we’re popping up at local record shops or keeping the crowd fresh through a full two-hour dance set, our goal is simple: eliminate body odor anxiety so music lovers can completely lose themselves in the moment. – Kevin Tolson, Head of Dove and SheaMoisture Deodorants at Unilever
The campaign follows Dove’s appearances around the Grammys, festival season in Indio and other major live events throughout 2026.
Rather than relying on conventional tour sponsorship, Dove is placing access at the centre of the partnership. Sold-out tickets, physical collectibles and live upgrades give fans a reason to interact with the brand while strengthening its connection to Charli xcx’s wider world of music, fashion and visual culture.
For artists and touring teams, the campaign reflects how brand partnerships are moving deeper into the live experience. The strongest activations no longer sit around the edges of a show—they create something fans can access, collect or remember after the final track.