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Pro Age
A product launch that argued with its own category. Dove Pro-Age was a new line of skin and hair care made specifically for women over 50 — a group the beauty industry either ignored or addressed only through "anti-ageing" products promising to fight, reverse and conceal. The advertising, photographed by Annie Leibovitz, showed real women in their fifties and sixties, unretouched and unclothed, with the supposed disqualifications written across the images: too many wrinkles to be in an anti-aging ad, too many age spots to be in an anti-aging ad. The answer sat alongside the red Pro-Age bottles: but this isn't anti-aging, this is pro-age — beauty has no age limit. The launch drew on Dove's "Beauty Comes of Age" research, which found that almost all women over 50 wanted society's view of ageing to change and believed media made women their age invisible. US television networks refused the accompanying spot for its nudity, which only widened the coverage; the print work went on to win a Cannes Press Bronze, the Grand Prix de la Publicité Presse Magazine and an Effie Bronze.
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