Pro-Age from Dove: looking damn good for your age

Beauty in Seattle on 24 Jan 2007 at 12:54am

Dove is glowing from the ultra successful Campaign for Real Beauty (Dove sales are up 10% in the past year).  The ad campaign was unique and brought meaning to the Dove brand for millions of women.  Personally, I  loved seeing real women in advertising rather than impossibly beautiful super models. Dove Pro-Age Skincare product line is launching next month

Dove Pro-Age body lotion for women ages 50+Dove's next bold move is to move beyond basic skin lotions and cleansers to target the anti-aging skin care needs of women 50+. 

Dove plans to launch the Pro-Age product line next month, bringing to market 15 new hair and skin care and eye care products.  Each Pro-Age product will incorporate ingredients that map to the needs of women who are experiencing reduced skin cell turnover and dry skin.

Dove is emphatic about positioning the Pro-Age line on "affirmative and celebratory" aspects of beauty, not the negative implied by "anti"-aging.  Dove states on their UK Pro-Age website:

  • We believe that age is part of what makes women beautiful, not an imperfection that needs to be corrected.  It is about looking damn good for your age." 

Have to appreciate the the confidence of the Dove brand.Pro-Age body wash coming soon to the US market

Also expect similar messages around empowerment and realistic role models.  The woman in charge of the Pro-Age rollout, Kathy O'Brien told WWD Magazine:

"We've spoken to a younger audience about self-esteem, and this is the first line we created that addresses menopausal women but in a very positive way. We're encouraging them to embrace their age and inspiring women in this age group to take better care of themselves, while showing them the potential that lies within their skin and hair."

Comments (6)

is the product benrficial to black women?
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I am 51 and look like 35, i use pro age body wash and lotion, this is the 1st winter I did not have dry skin. i love the product. i use to by it at walmart now i cannot find the bodywash there.
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the packaging suits well but what i have embraced most is the real beauty campaign which makes most women feel worthy of they self
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Dove's campaign is quite impressive. I would like to know via what committee or inspiration they arrived at that rich shade of red. And, the product line is rich and extensive. I have always liked Pond's Dry Skin Cream and, for some odd reason, I associate Ponds with Dove, though Dove suggests a 'creamier' texture and Ponds, a more 'fluffy, airy' texture. Paul
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I saw your advertisement on t. v. my wife is about her 50`s and I am ineresting in the results of your product I `d like she´d look ok in her 50`s thanks.
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Hello,I've not to long ago started using Dove Pro.Age.The body wash and beauty lotion my most favorite.At 45 now I,worried about getting older. Thinking I,would lose the beautiful youthful skin.But now I,realize thanks to those brave women for standing up for a beauty that dosen't have to fade,just because you're,older.With activities such as walking,running,swimming and with a change of self confidence I'm, able to embrace my 40's,something beauty. Though I'm,five years away from turning fifty,the Pro age women taught me about embracing my beauty,and now I,love my age and I,feel more beauitful than ever.I,don't mind showing off my hips and big booty.Thank You...
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