Word: beautyful
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"We live in an antiage culture, no question," says Susie Orbach, a British psychoanalyst and author, who helped conduct a Unilever/Dove--sponsored beauty survey of women in nine countries. Antiaging skin care accounts for nearly $13 billion in sales worldwide, according to Euromonitor, and it is on the way to $17...
That's one thing the women in Dove's Pro Age campaign certainly are not. It builds on the success of Dove's "Campaign for Real Beauty," a series of ads with full-figured women that earned it every marketer's dream--an appearance on The Oprah Winfrey Show. The...
Still, Dove's approach could add momentum to a subtle backlash against our deep-seated fear of aging. The clothing retailer Chico's, for example, uses silver-haired models in its ads. W, the fashion-world bible, recently called women who let their tresses go gray "silver foxes." Even if...
But it might not be that easy for Dove to overturn the mind-set against aging gracefully. Boomers might say they want to look their age, but how they spend their money is another matter. How else to account for the more than 4 million Americans who got Botox injections...
Dove's campaign goes much further in rejecting the conventions of beauty marketing. So far, in fact, that some of the posts on Dove's own website reacting to the new ads have been critical of the reveal-all. "The public is not ready to see that," one post noted...