Dove Ads Spotlight Beauty After Fifty

SS Member Image By drodriguez 03.28.07
Dove Ads Spotlight Beauty After Fifty
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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  • 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.

  • eagleslover By eagleslover
    05.10.07  

    I love the ads. They inspire me to take care of myself now.

  • JaxxSaxx By JaxxSaxx
    05.09.07  

    I loved it. It was reality,we need more of that in this world,it's not all about the PLASTIC unreal fakeness.It was beautiful. You Go Girls!

  • iluv2quill By iluv2quill
    05.09.07  

    I'm all for "pro age". I think the ads are tastefully done and it's about time someone started to gear advertising toward the "real" women. You go girls!

  • Donnagrace By Donnagrace
    05.09.07  

    Marketing has done it's job very well, but the products are all excellent (from hair care to skin care) and that's what counts in the long run!

  • gwenni By gwenni
    05.09.07  

    the whole idea of the nudity was just to get everybody talking. good, bad or indifferent. their product has been mentioned how many times now? so regardless of whether you agree or not with the reasoning behind it, marketing has done its job (and very well)

  • lupie1 By lupie1
    05.09.07  

    The models in the commercial are thin, yes, but the ones in their print ads aren't. Why the difference? Because yet again, in the media's mind, do they have to present the idea that 'thin is the way to be.' to the buying public through the mass=marketing, far-reaching source, as television is? I give Dove thumbs up for this campaign and think its cool-but they need to keep the compaign consistant along all media outlets or it will loose its impact.

  • ladyarlette By ladyarlette
    05.09.07  

    the models are thin, except for the arfo american m,odel who society will except being rounder!! So while this ad is pro aging it still is perpetuating stereo type of women. how about a chunky white or asian lady?

  • nightengale36 By nightengale36
    05.05.07  

    I like the fact that they are using regular models instead of the skinny, unreal types. But, I think they need to have clothes on. These magazines are not the ones that I can leave out on my coffee table now and keep my standards.

  • girlsnightout By girlsnightout
    05.03.07  

    Dove's approach is on track and inspiring. With many of us baby boomers moving into and beyond our 50s -- we feel young and vibrant and beautiful.

  • susielucy By susielucy
    05.02.07  

    Dove is a good product and their commercials and ads in magazines are awesome

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