To celebrate Dove’s Go Fresh line launch, the personal care brand partnered with MindShare Entertainment and MTV to premiere a new micro-series starring Alicia Keys, Lynn Whitfield, and up-and-coming actresses Desi Lydi and Jessalyn Wanlim titled “Fresh Takes.”

Premiering during an airing of MTV’s reality program “The Hills” at 10pm/9c on Monday, March 24, 2008, “Fresh Takes” aimed at giving women a fresh take on life in their twenties. Following three New York City roommates as they embark on their adult lives juggling the pressures of being a 20-something woman -- career, relationship, beauty, family and friends -- all intensified by their own critical inner voice. Amidst these pressures, friendship, humor and honesty help them realize a wider definition of success and ultimately feel beautiful. 

“I am so excited to be starring in ‘Fresh Takes’ because it puts the pressures that I deal with every day in a new light and opens my eyes to the reality that I can be successful in many different ways and have every reason to feel beautiful right now,” said Alicia, who plays Alex on the show, via a press release. “I hope the series inspires other 20-somethings to get a fresh take on the pressures in their lives and start enjoying the ride.”

"We were launching Dove Go Fresh as the latest phase in the Dove campaign for real beauty. It was inspired by today’s real-life twenty-something women, who are more accomplished and more independent than ever before," said Kathy O’Brien, Dove Marketing Director, in an exclusive interview with JackMyers.com. "We wanted to incorporate the Dove philosophy as well as some subtle Dove product placement." 

Three-minute episodes were broadcasted weekly nationwide for over a five-week period on MTV. The series was also available on Dove’s website. Dove released a promotional compilation featuring Alicia’s 2007 single “No One.”