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Dove Ads Spotlight Beauty After Fifty

SS Member Image By drodriguez 03.28.07
Dove Ads Spotlight Beauty After Fifty
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Dove is now launching a new line of skin and hair care products geared toward women over fifty. The name of the new line is "pro.age" (sounds much better than the overused and slightly offensive "anti-aging" we're used to hearing, don't you think?). The models Dove has chosen for their campaign are all over the age of fifty and appear totally nude in the print ads as well as the television ads they intended to run.

Although the models are shown completely in the buff, they are positioned in a very tasteful and discreet way (after all, one would expect class with Annie Leibowitz working the camera). In these images we see every wrinkle, roll, line, and spot; definitely something we are not used to seeing in magazines, on television, or across a billboard. Dove seems to be challenging consumers once again by using stunningly gorgeous real women for their ad campaign.


On Dove's pro.age website, the line "Watch what we couldn't show you on TV" pops up before their commercial spot is shown.

Why do you think Dove couldn't run this commercial on television? Is this something you would feel comfortable seeing on network TV?

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  • loretta0908 By loretta0908
    05.22.07  

    loretta0908 I will be fifty in september and all I have to say IS DOVE KEEP DOING WHAT YOU ARE DOING . YOU MAKE US WOMEN LOOK GREAT.I will keep on using your products.

  • ashleyrocks By ashleyrocks
    05.22.07  

    I think its wonderful and I agree with a lot of you they are REAL women and not skinny models.I say you go Dove.

  • fanofvintage By fanofvintage
    05.21.07  

    Dove is just trying to move their product, and Proage is just a marketing scheme to get women to buy the product. So, all of you that give kudos to Dove, they have you as a customer...exactly what they wanted! No need to put anyone in the buff. Commercials and print ad with the unclothed women in them are just to get us to take notice. How many commercials really stick out anymore?

  • dlshephe By dlshephe
    05.21.07  

    I like the fact that older, more realistic women are targeted but feel that nudity or parital nudity is not necessary to show our beauty! Inner beauty is just as womderful!

  • nefertt By nefertt
    05.20.07  

    I am very proud of Dove for taking this approach on showing that ALL women are beautiful in their own right. Not just young, slinky models, but older women too!! I love the commercials and I hope that other products realize that they don't have to have the 'perfect' size and shape to be represented well. These are REAL women :-)

  • canelaajena By canelaajena
    05.18.07  

    I agree, these woman do seem less naked than the victoria secret models. I would rather my children see these ads than the victoria secret ads. Kudos to Dove.

  • momandally07 By momandally07
    05.15.07  

    I like the ad. I think it makes younger people want to look more like these people, instead of extremely thin, perfect-looking models. It is not done in a sexual way, but simply showing what real women look like.

  • nsmith By nsmith
    05.15.07  

    I love the commercials that show older women. It shows the beauty after all these years. I hate to see the skinny young models. Most men thinks it is great, but I think it sends the wrong message to young girls that is what we should look like...I have seen some beautiful older women out there that look healthy after marriage and giving birth and holding down a full time job....I like to see more consumers follow how the DOVE'S message....I love the DOVE'S products. Thank You DOVE

  • tigeress By tigeress
    05.14.07  

    These commercials are great. There is nothing wrong with looking at an older woman. This is the real us, take it or leave it! The ads are tasteful. I'm sure the ones that are offended are young, skinny, tight skinned women, but only time will tell for them also.......

  • kamaiki By kamaiki
    05.10.07  

    I DONT SEE WHATS WRONG WITH THIS COMMERCIAL I THINK IT IS MORE AFFENDING WATCHING SOME SKINNY MODEL WHO STARVES HERSELF TO BE SKINNY ON TV THEN SEEING WOMEN THAT LOOK LIKE MY MOM MY AUNTY OR GRANDMOTHER. THEY ARE REAL PEOPLE AND AT LEAST I WOULDNT HAVE TO EXPLAIN TO MY DAUGHTER WHY SHE IS NOT SKINNY AS A RALE AND THAT HAVING CURVES IS A GOOD THING.

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