Dove is launching the next phase of its Real Beauty campaign, targeting women 50 and older.
The “Pro-age” campaign features images of real women—with all their age spots, grey hair and curves—through photographs taken by internationally renowned photographer Annie Leibovitz.
“Dove seeks to create an attitudinal change in the anti-aging category, from negative and fear-driven to affirmative and hope driven,” said Kathy O’Brien, Dove marketing director, in a statement.
The campaign centers on a new line of products specifically designed for older women.
A new Web site, DoveProAge.com offers product information and is a place where women can share their views.
Dove, marketed by Unilever, first launched the real beauty campaign with the message that self-esteem is a real issue for many young girls who struggle with body image.
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