The background to Dove Pro.age
For too long the notion of beauty has been ageist. We’ve been encouraged to think that beauty equals youth. The term anti-aging has been seen too often on beauty products promising to hide a woman’s age. Dove believes that beauty has not age limit and that every woman should feel comfortable in their own skin, no matter what her age. That’s why Dove created the Pro.age range of products. Dove Pro.age doesn’t promise to turn back the age clock, but its natural ingredients meet the specific hair and skin needs of more mature women.