Dove 'ProAge' by Ogilvy Advertising

Following on from the Dove real beauty campaign comes ProAge, Dove's latest product range which is designed for mature skin but not meant to turn back the years. Through both its advertising and product philosophy, ProAge is designed to debunk the stereotypes usually associated with marketing to this age group. It features mature older women in classic Dove style, demurely covering their naked bodies with arms, legs and hands. The slogan reads: 'Too old to be in an anti-ageing ad'.