Word: doves
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Dates: during 2000-2009
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...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 billion by 2010. Dove's study found that 91% of women over 50 feel they're not represented realistically in the media. "They feel invisible," Orbach says...
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 Pro Age television, print and Web ads (one deemed too racy for broadcast TV) feature real women, not models, all age 50 or over. "We want to widen the stereotypical view of beauty," says Dove's U.S. marketing director, Kathy O'Brien...
...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 last year? The antiaging mantra has spread beyond face creams. Revlon makes a line of "age-defying makeup," and Crest makes "Rejuvenating Effects" toothpaste. Even winemaker Robert Mondavi has jumped into the beauty pool with a luxury antiaging skin-care line, Davi ($175 for a 2-oz. jar), packed with grape-seed...
...older women over, Dove puts a positive spin on the unhappy moment when a woman buys her first jar of antiwrinkle cream. "The concept is linguistically brilliant," says Cheryl Swanson, a managing partner at Toniq, a brand-strategy firm in New York City. "Skin care has typically been about fighting back--age defying. It's been almost warrior-like. Take a stance against this natural thing that's happening to you. This is different." The strategy tells women, implicitly, that they can look better without trying too hard...
...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; another called the ads "a little too vivid." What many think is beautiful and refreshing, others find jarring and offensive. "The ad isn't pretty," says Patricia Pao, CEO of the Pao Principle, a marketing consulting firm in New York City. "Dove is right that we don't want...