In a world obsessed with youth, Dove believes beauty has no age limit. The Dove pro•age campaign features nude, full-body images of women in their 50’s with confident, optimistic attitudes and beautiful age-appropriate skin. By usual beauty standards, these women would never appear in an anti-aging product ad. But Dove is pro age, and believes aging skin can be beautiful, too.The Dove pro•age campaign is about more than introducing a line of products; it is demonstrating a new way of thinking.

The global campaign was launched in February 2007 in the United States, United Kingdom, and throughout the European Union (specifically France, Germany, Netherlands, and Spain). The campaign launched with big, bold print ads, supported with television, outdoor boards, online, and cinema ads. The Dove pro•age creative was placed in high profile media locations – inside covers, back covers, high-traffic outdoor locations – to get consumers talking. And it worked!