Honesty is the best policy
Following the Dove campaign for real beauty, in which natural, curvy women bared their lumps and bumps in nothing but their underwear, the ads for Pro·age feature gorgeous older women and none of them are professional models.
Unlike the 'anti-ageing' mentality, Dove Pro·age is concerned with the best condition for skin and hair in the long term without over promising what can be done in the short term. Nothing in the products is added unnecessarily. Ingredients such as olive oil, glycerine and active AHA solution, which works to eliminate dead skin cells, are all there for a reason.
What women want
In Dove's recent global study** of women 50 years of age or older, the polls found that 91% of women ages 50-64 believe it is time for society to change its views about women and ageing. And 87% of these women believe they are too young to be old.
So to sum up, the term pro·age is a manifestation of what Dove believes in: Women of all ages are beautiful and ought to feel beautiful. Dove seeks to induce an attitudinal change about ageing – from anti and defiance to affirmative and celebratory. Age is part of what makes women beautiful, not an imperfection that needs to be corrected.
Dove Pro.age isn't promising to turn back the clock or offering hope in a jar. Instead it seeks to inspire more women who are entering what could be the most exciting stage of their lives to see the potential that lies within their skin, their hair and themselves.
**The Dove global report was fielded in 9 countries in June 2006, including Brazil, Canada, Germany, Italy, Japan, Mexico, France, the United Kingdom and the United States of America. A total of 1,450 women aged 50-64 were surveyed.
