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How does the pro·age campaign relate to the Campaign for Real Beauty? What is the idea behind the pro·age advertising campaign? Why nude women? Was it really necessary to show so much skin? What is the objective for the Dove brand, i.e,. why do you do such extensive research? What are the core results of the new Dove global report? Why were these products developed? How are they different from other products made for younger women? Can women of all ages use pro·age? How does my skin change with age? How does hair change with age? How does underarm skin change with age? Do our products provide sun protection? How long can I store these products? How does the pro·age campaign relate to the Campaign for Real Beauty? Dove first sparked the discussion on age-related beauty stereotypes by featuring women of all ages in its Campaign for Real Beauty. pro·age is an extension of this effort to make more women - regardless of their age - feel beautiful everyday. In collaboration with world-renowned gerontologist and Pulitzer Prize-winning author Dr. Robert N. Butler, as well as advisors Dr. Nancy Etcoff (Harvard University) and Dr. Susie Orbach (London School of Economics/ Sociology Department), Dove conducted a global study of women 50 years of age or older. The study found that 91 percent of women ages 50-64 believe it is time for society to change its views about women and aging. Today's women 50+ believe they are too young to be old (87%). Age proves to be one of the most prevalent beauty stereotypes, with corresponding representation of women over 50 in the media and pop culture far from reality. Both of the pro·age and Campaign for Real Beauty initiatives are part of the overall Dove mission to widen the narrow stereotypical definition of beauty. What is the idea behind the pro·age advertising campaign? The pro·age advertising campaign is about celebrating women 50+ and widening the definition of beauty to show that real beauty has no age limit. Our goal was to feature beautiful women as they really are – with self-confidence, age spots, wrinkles and gray hair. The Dove global report "Beauty Comes of Age" revealed many women in this age group are proud of the changes in their appearance with age. Eighty-six percent take pride in sharing their age and 89% feel it is important to care for rather than disguise their changing physical appearance. This inspired us to create an advertising campaign that put an end to concealing the signs of aging. We set aside the anti-aging mentality and started thinking pro·age. Instead of making excuses, we simply featured the essence of women 50+ – they look their age and they look stunning. They are beautiful and proud of it. Why nude women? Was it really necessary to show so much skin? The advertising campaign is about real honest beauty. The statement we clearly wanted to make is that it is time for women to stop hiding the signs of aging, and instead, be proud of how they look. We didn't want to cover these women or enhance their appearances because they are beautiful just as they are. We believe it was necessary to show skin, age spots, wrinkles and grey hair to show women are stunning at any age. What is the objective for the Dove brand, i.e,. why do you do such extensive research? What are the core results of the new Dove global report? Dove has commissioned extensive research in its effort to listen to women and truly understand their perspectives, needs and wishes. The first and second Dove global report revealed that women do not feel represented by the beauty stereotypes that currently prevail in advertising and the media. Moreover, we learned that low self-esteem and dissatisfaction with physical appearance is not only a major concern for both women and young girls, but also has dramatic effects on their engagement with life. "Beauty Comes of Age" is the next step in the campaign focusing on this target group and taking a deeper look at beauty socialization as related to aging. The study uncovered a new generation of women who believe it is time for society to change its views on women and aging. These women describe themselves as "young" and prefer to celebrate age, rather than hide it. Although the global report "Beauty Comes of Age" details a wide variety of results which are both educational and enlightening, we include a few of the striking results: Misconceptions and Invisibility
pro·age was developed to meet the needs related to the skin and hair changes a woman experiences during and after menopause. Our researched indicated these women felt underserved in the media and the beauty industry. In collaboration with world renowned gerontologist and Pulitzer Prize winning author Dr. Robert N. Butler, Dove conducted a global study of women 50+. The study found that 86% of women feel it is important for health and beauty manufacturers to create products with women their age [50-64] in mind. Women experience changes in their skin and hair as they age and go through menopause. For the first time, Dove is introducing a complete beauty care collection – face care, hand & body lotion, personal wash, hair care and deodorant - created for these specific skin and hair care needs. How are they different from other products made for younger women? During and after menopause, women's skin has slower surface cell turnover, skin loses its ability to retain moisture, and its appearance loses vitality. Underarm skin tends to be dry, flaky and increasingly irritated. pro·age contains key ingredients to specifically address the unique needs of changing skin and provide the care to help it look more vibrant and feel softer:
Dove pro·age products are safe and effective for most women of all ages and skin types. However, they were created specifically with the needs of maturing skin and hair in mind. The Dove pro·age products are designed with the causes and needs of maturing skin and hair in mind. For instance, with age, cell turnover slows down and skin loses its ability to retain moisture and its appearance loses vitality – Dove pro·age is made to give back to your skin what it needs most and, for instance, hydrates the skin and helps to retain the moisture. Some younger women have skin and hair with similar needs to those of women 50+, and are welcome to use the pro·age products. Women with normal skin and hair may not need the same level of care and may find more suitable products for their skin and hair from the rest of the Dove portfolio. How does my skin change with age? With age, surface cell turnover slows down and skin loses its ability to retain moisture and the skin's appearance loses luminosity- as a result, the skin may appear dull, wrinkled, very dry and rough or produce age spots. In order to give back to the maturing skin what it needs most to regain a healthy, vital and luminous look and feel, we created the Dove pro·age range. All skin products take the causes and needs of aging skin into consideration to help to deliver the best condition for the skin. How does hair change with age? With age hair becomes finer (reduced average diameter), less abundant, has lower sebum and becomes grey. These changes result in hair which has less body, is drier, less shiny and less manageable. How does underarm skin change with age? Just as the condition of the skin on the body changes over time, the same is true for underarms. The lipid components of the skin barrier change, so it becomes less effective, which means underarm skin is more vulnerable and more prone to irritation. Over 50s consider underarm skin to be very sensitive, and underarm skin irritation or allergic reaction is the second most popular reason for non-deo use amongst over 45s, so there is a clear need for more care. Do our products provide sun protection? The face and eye area moisturizers provide broad-spectrum (UVA and UVB) protection with octylmethoxycinnamate and zinc oxide. The facial moisturizer provides an SPF of 15, while the eye cream has an SPF of 8. Currently, the pro·age body moisturizers provide UVB protection. The lotion and hand cream are formulated with octylmethoxycinnamate which is recognized as a UVB sunscreen, providing an SPF of 5 which effectively blocks 80% of damaging UVB rays. How long can I store these products? The products are stable at room temperature for at least 2 years. |
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