Dove continuing its famous campaign For Real Beauty has launched Pro Age campaign as a part of the series. The campaign is featuring four women in their fifties and sixties from Chicago, London and Berlin. The company decided the campaign to run on this idea after it conducted a study to find out almost all women over 50 want to see a change in people’s perspective on women and ageing.
Dove ion its official statement has said, ‘Dove seeks to create an attitudinal change in the anti-aging category – from negative and fear-driven to affirmative and hope-driven’. The punch line of the advertisement is, ‘New Dove Pro Age. Beauty has no age limit’. The text that appear on the screen reads, ‘too old to be in an anti aging ad’.