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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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  • StaceyLynne By StaceyLynne
    04.26.07  

    Love it!

  • sue9293 By sue9293
    04.25.07  

    I really like the Dove commercials. We were talking at work about women?s issues and were excited that Dove used everyday women. I think it is great that things are finally changing. sue9293

  • lindawall By lindawall
    04.24.07  

    Dove has the right idea; but it needs to go futhur. These women in the add still do not look like your average. The no cloths part is to get your attention. It does not matter to me if they are clothed or not. We need adds that show the average woman. The one you are behind in the grocery. The one you see at the mall. Not just the women that look like they just came from the beauty shop. Or never worked a day.

  • Kamari By Kamari
    04.24.07  

    I love the new Dove campaign. It's about time someone realized the average woman (if there is such a thing!) isn't some airbrushed supermodel. Hopefully other companies will see the light.

  • lindypup By lindypup
    04.20.07  

    I love the concept of pro-age rather than anti-age! You can truly be beautiful at any age...and oftentimes women who fight their age end up looking pretty ridiculous!

  • ohmichea By ohmichea
    04.20.07  

    I like what they are doing, but the first couple dove commercials I saw i had to do a double take. Not used to seeing a roll or a tummy on tv at all. makes you realize how used to we are all of the perfect bodied women on tv.

  • jellyo6 By jellyo6
    04.19.07  

    I love it, makes me want to go out and buy dove, in support.

  • traceface By traceface
    04.19.07  

    I LOVE, LOVE, LOVE it.

  • hipfan By hipfan
    04.19.07  

    I saw my first ad yesterday, on the back of a Hallmark magazine. It definitely caught my attention. I found it very tasteful and not at all offensive. If you don't like it, don't look!

  • digitalmineral By digitalmineral
    04.19.07  

    no matter what, nudity will almost always communicate sexiness. I think beauty and sexiness are two different things and today the media has made sexiness the all-consuming definition of beauty. Dove is trying to change that in a sense with this ad campaign, but total nudity is not appropriate to communicate beauty in the mass media channels.

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