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!

The real success of this campaign has been the discussion it has generated online and in the press. In the first weeks of the campaign launch the US Dove pro•age website had over 750,000 visitors, which is significantly higher than any other Dove site. Consumers are spending time and engaging in the site and talking about the campaign. Two weeks into the launch of the campaign, well over 2,600 consumers had posted comments about the campaign.The media has picked up on the Dove pro•age debate as well. Coverage has ranged from The Oprah Winfrey Show to the London Times.