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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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  • themammaof3 By themammaof3
    04.12.07  

    Kudos to Dove!   I love the new marketing! It's about time we promote real beauty with real women! I know my purchase of Dove products have increased about 400% since they started using real women in their adds!1

  • christyj By christyj
    04.12.07  

    GREAT AD...Real life!!   These are beautiful women that should be pround that they are "aging gracefully".

  • littlelamb By littlelamb
    04.12.07  

    I know getting older is the pits, but we all will have to go through it. I like the ad, but I would never do it. Those gals are really brave.

  • justus By justus
    04.12.07  

    Interesting concept.  I like that companies are recognizing us 'slightly older' folks, but I am not sure I would be comfortable with the ad on television - didn't a clothing company for the younger consumers get in trouble for less? 

  • sickly50 By sickly50
    04.12.07  

    GREAT!!! as i will be 50 y/o on Wed. the 18th! since  i'm so ill...never thought i would make it to this age but, i'm still here. this is a great way to sell more product! go DOVE!

  • tamannmom By tamannmom
    04.12.07  

    I also love the ads,I have 3 daughters and I am trying to teach them that you do not have to look like models to be beatiful. I am also trying to teach them modesty and I do not think these commercials are immodest at all,we really didnt even notice they were completely naked! Go dove!

  • glashorse By glashorse
    04.11.07  

    I love these adds! I was shocked the first time I saw them because they are completely out of the norm from what the US  public is used to seeing... the true human form!!

  • onebigkid By onebigkid
    04.11.07  

    So, if aging is normal, why are they offering "pro-age" products?

  • emilyecurry By emilyecurry
    04.11.07  

    I like the fact that it sisomething that all women can connect with.  I am very modest, so I would like them to have more clothes on so that I am not as uncomfortable watching the commercial.

  • bean By bean
    04.11.07  

    I think it is great that they are showing real women and not stick skinny models.

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