Feel beautiful at any age
Dove believes beauty comes in all shapes, sizes, colours and most importantly ages. We are not a brand that conforms to the traditional view of beauty and we believe feeling beautiful should be within the reach of every woman. Dove Pro.age challenges the traditional stereotype that only the young can be beautiful. Dove Pro.age is a ground breaking new range of products designed to give back mature skin and hair what it needs right now to look its absolute best. We don’t believe in anti-age. Dove is pro-age – because beauty has no age limit.
The anti-aging industry is clearly just that, anti-age, with beauty brands continuously promising to turn back time. Dove Pro.age is different. The range is specifically designed for real women with real expectations. Dove Pro.age will work hard to restore the condition of mature skin and hair to make women look their absolute best. Our mission is not about turning a 50 year old into a 30 year old model, it’s about making women feel fantastic and full of confidence at any age.
The secret
There’s no secret to how Dove Pro.age products work; the products only contain ingredients that work hard to give back mature skin and hair what they need right now such as Glycerin and AHA’s. These ingredients are found in the products at active levels only, as well as natural ingredients such as olive oil.
As you get older, your skin and hair requires extra hydrating nourishment. As skin ages, it looses its vitality and ability to retain moisture, leading to dryness, fine lines and dullness whilst hair loses thickness and vitality. Dove Pro.age products work to restore luminosity and give aging skin and hair what it needs; improved cell renewal, deep moisturisation and protection for softer, smoother and more radiant skin and thicker healthier hair.
The range
From top to toe, the Dove Pro.age range gives you specifically formulated products that encourage surface cell renewal and deliver deeper moisturisation to leave you with smooth, supple skin and thick, healthy hair. Dove Pro.age is a complete range of face, hair and body products designed specifically for mature women. All of the products have a luxuriously fragrant scent.
The statistics
Women over 50 want to see a change in society’s view on women and aging**. 91% of the women surveyed believe the media and advertising need to do a better job of representing realistic images of women over 50, with the majority believing that if media were reflective of the population, a person would likely believe women over 50 did not exist.
These findings are also supported by a recent study by AC Nielsen* which found that the majority of Australian consumers (83%) also believe advertisers are too obsessed with images of youth and 87% of Australian females agreed that advertising is way too youth oriented.
*Conducted on 22,780 consumers in 41 countries and covering areas such as ageing, cosmetic surgery and youth advertising. **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.
