Another risky ad campaign from Dove
Beauty in Seattle on 22 Mar 2007 at 12:26pm
Dove takes big risks in advertising, evident once again with their launch of the Pro-Age skin care line and ads featuring nude women over 40.
The campaign rejects the stereotypical approach to marketing to women. The ads resonate: I should feel comfortable in my own skin. The new word "pro-aging" has meaning beyond
The Campaign for Real Beauty triggered loads of media attention, some critical that a personal care company would position itself as a self-esteem booster.
After seeing the Dove Pro-Age TV and print ads, it is evident that the people behind the Dove products believe in their messaging and have a sense of mission.