Beauty has no age limit
The idea behind Dove's new range for women over 50 is all in the name: pro·age. It's proud not to be anti-ageing, instead it's all about looking great for your age, and being proud of it.
Honesty is the best policy
Following Dove's campaign for real beauty, in which natural, curvy women bared their lumps and bumps in nothing but their underwear, the ads for pro·age feature gorgeous women aged 50 and up posing absolutely nude, and none of them are professional models.
Unlike the 'anti-ageing' mentality, pro·age is concerned with the best condition for skin and hair in the long term without over promising what can be done in the short term. Nothing in the products is added unnecessarily. Ingredients such as nutrient-packed olive oil, softening glycerine and active AHA solution, which works to eliminate dead skin cells, are all there for a reason.
What women want
In Dove's recent global study of women 50 years of age or older, the polls found that 91% of women ages 50-64 believe it is time for society to change its views about women and ageing. And 87% of these women believe they are too young to be old.
So to sum up, the term pro·age is a manifestation of what Dove believes in: Women of all ages are beautiful and ought to feel beautiful. Dove seeks to induce an attitudinal change about ageing – from anti and defiance to affirmative and celebratory. Age is part of what makes women beautiful, not an imperfection that needs to be corrected.
Through pro·age, Dove isn't promising to turn back the clock or offering hope in a jar. Instead it seeks to inspire more women who are entering what could be the most exciting stage of their lives to see the potential that lies within their skin, their hair and themselves.
