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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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  • 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!!

  • 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!

  • 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!

  • 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? 

  • 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.

  • christyj By christyj
    04.12.07  

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

  • 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

  • truckingranny By truckingranny
    04.12.07  

    I like the ads. I am glad someone finally had the guts to show a "real" woman in an ad, as we are not all stick thin and young. As for the women being nude... more power to them, if they are comfortable doing that kind of ad.

  • BoRain By BoRain
    04.12.07  

    It's about time that a major company recognized the true beauty of the female potential & spirit, rather than focusing on the "here today, gone tomorrow", skin-deep fascination with narcissism.

    It's so refreshing to see commercials featuring women with curves & imperfections.

    (Perhaps if there were more male-centered advertising along the same route, the public idea of "the perfect man" might be altered a little.)

    As for parents who are concerned about their children seeing those women naked, I think the context of how the women are portrayed is the key factor there.  When you see a woman nude or partially nude on television, what's the purpose for it?

    To show her as a sexual object to be conquered or exploited?

    To show her as a helpless victim of rape or domestic abuse?

    Or is she simply... a woman, who is proud to be who she is?

  • twoluvbrds By twoluvbrds
    04.13.07  

    I like the concept of showing women of all sizes/ages/heritage, but I am not wild about ANY nude ads and would prefer that they had at least panties and a tank on.

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