Dove is teaming up with Charli xcx for a third time, joining her ‘Music, Fashion, Film’ tour as an official sponsor and bringing its Hot Seats music initiative to select stops.
The campaign is built around fan access, with Dove using its second year of Hot Seats to connect concertgoers with ticket giveaways, venue experiences and surprise upgrades tied to Charli xcx’s tour. It marks the third collaboration between the beauty brand and the artist.
Hot Seats was created as a way to give fans access to major music events while tying those experiences to Dove Whole Body Deo. For the Charli xcx partnership, that has included city takeovers, special ticket opportunities and activations inside venues.
On August 26, Dove staged simultaneous pop-ups at Repo Records in Philadelphia, Iconic Magazines in New York City and Book Soup in Los Angeles. The first 300 fans at each location could receive a limited-edition Dove x Charli xcx newspaper featuring exclusive tour photography, along with “Peel & Reveal” stickers offering chances to win concert tickets.
The activations also extended inside the concert venues, where Dove introduced concourse signage, pre-show Polaroid opportunities, bathroom installations and product sampling. Fans posting concert moments through Confetti were also eligible for real-time Hot Seat ticket upgrades.
That mix of access and in-venue experiences reflects the broader direction of Dove’s Hot Seats program, which has spent 2026 attaching itself to major live-music moments. The brand began the year around the Grammys, participated in festival season in Indio and has continued bringing the program to touring events.
“Hot Seats is all about showing up for fans with the same energy they bring for the artists they love,” says Kevin Tolson, Head of Dove and SheaMoisture Deodorants at Unilever.
The partnership places Charli xcx at the centre of a campaign built around the physical experience of live music: standing in line, dancing through a show, taking photos and potentially finding yourself moved into a better seat in the middle of the night.
For Dove, that makes the tour a natural environment for Hot Seats. Rather than simply attaching its name to the shows, the brand is using pop-ups, giveaways and venue activations to build itself directly into the fan experience.
The campaign also arrives during a period when brands are increasingly using concerts and festivals as experiential spaces rather than relying solely on traditional advertising. In this case, the collaboration gives Dove a way to connect its Whole Body Deo products with the energy and movement of a live Charli xcx performance while giving fans tangible incentives to participate.
With the ‘Music, Fashion, Film’ tour partnership, Dove and Charli xcx are continuing a relationship that now spans three collaborations, turning Hot Seats into both a sponsorship and a fan-access program built around one of 2026’s major live music moments.
