Unilever begins Pro Age campaign for Dove
By Adnews Staff
Unilever Canada has begun a campaign for a new product line called Dove Pro Age. The line consists of skin and hair care products aimed at women over the age of 50. The ad campaign, an extension of the brand’s ongoing “Campaign for Real Beauty” promotion, features unretouched images of nude women over 50 taken by photographer Annie Leibovitz. The initiative began yesterday with national television and magazine advertising. The campaign also introduces the results of a survey commissioned by Unilever called “Beauty Comes of Age.” “Our Pro Age initiative offers women an affirmative and celebratory alternative to the defiance mentality surrounding aging,” said Alison Leung, Canadian marketing manager for Dove. “We want to move away from words that reinforce insecurities and offer false promises and inspire women to see what could be the most exciting stage of their lives.” The “Campaign for Real Beauty” campaign was created by Ogilvy & Mather. Public relations are being provided by Harbinger.