Dove Ads Spotlight Beauty After Fifty

By drodriguez Mar 28, 2007

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?

Make a Comment

Comments

by themammaof3 | Elkhart, IN

Apr 12, 2007

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

by christyj | Denham Springs, LA

Apr 12, 2007

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

by littlelamb | Lodi, CA

Apr 12, 2007

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.

by justus | WILMINGTON, OH

Apr 12, 2007

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?

by sickly50 | Millbrook, NY

Apr 12, 2007

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!

by tamannmom | Vass, NC

Apr 12, 2007

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!

by glashorse | Clermont, FL

Apr 11, 2007

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!!

by onebigkid | Madison, OH

Apr 11, 2007

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

by emilyecurry | Ozark, AL

Apr 11, 2007

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.

by bean | Mesa, AZ

Apr 11, 2007

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

by ctmeds | Naugatuck, CT

Apr 11, 2007

I think its a wonderful commercial. I also think Dove was respecting what parents feel may be a bit too revealing for their children to see. They did it with class : )

by myshelly9304 | Tobaccoville, NC

Apr 11, 2007

I have no problem with the ad. There is nothing sexual about it, Just life, the way it really is.

by KidsPartyPalooza | Morrisville, PA

Apr 11, 2007

I saw the heavy black woman in a magazine layout. I thought she was gorgeous and sexy and wonderful.

I'm in my mid 40s and don't and have never looked like a super model. Also, I'm not into dying my hair or making myself look younger. I am into healthy aging.

This is an amazingly provocative and ON TARGET marketing campaign. More power to Dove for reaching a group of women who have been silenced by the corporate machine!!!

Pro-age! Pro-wisdom!!!

by SATINANDSILK | LAKEVIEW, NY

Apr 11, 2007

I have to agree, the human body whether young or old is a wonderful thing why hide it! Be proud!

by ccgimmi | camden, SC

Apr 11, 2007

I happen to like the ads. I think the human body is beautiful and they are not showing anything offensive. I find them much more tasteful than soap operas and ads for tampons or hemroids. I don't feel I need to explain anything about dove ads to my kids - others I do.