Dove has responded with a follow up to their wildly successfully “real beauty” ad campaign by promoting their new Pro Age products. An interesting twist on an old “anti age” industry.
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Dove Pro Age Ad
Thursday, February 22nd, 2007Campaign for Real Beauty Uncovers the Beauty of Women over 50
Thursday, February 15th, 2007Are you anti-age or pro-age(TM)? According to a recent Dove global study, nearly all women over 50 want to see a change in society’s view on women and aging. In addition, the majority of women believe that if media were reflective of the population, a person would likely believe women over 50 do not exist.
For the first time, a brand is talking to women about aging in apositive tone. Continuing its ongoing commitment to widen the narrow definition of beauty, Dove, the global beauty brand, is boldly challenging the “only young- is-beautiful” stereotype with the next phase of the Campaign for Real Beauty: pro-age. Designed to expose what our anti-aging
society has been hiding, pro-age celebrates women 50+ by showing their honest, real beauty.
The initiative is being brought to life through a global communications campaign created with internationally renowned photographer, Annie Leibovitz, an over-50-year-old woman herself. The campaign features imagesof real women, literally uncovering all of their age spots, grey hair and curves, demonstrating that women are genuinely stunning — at any age.
“Dove seeks to create an attitudinal change in the anti-aging category — from negative and fear-driven to affirmative and hope-driven,” says Kathy O’Brien, Dove Marketing Director. “Pro-age is about looking great for
your age.”
It includes a first-of-its kind pro-age product collection — not anti-age but pro-age — specially created to meet the unique skin and hair changes women experience as they age. Designed with women over 50-years-old in mind, the vibrant packaging features a larger font size and highlights the active ingredients to help maturing skin and hair look their best.
“I never thought about the implications of anti-aging until the suggestion of the pro-age line,” says Athena Uslander, a 51-year-old specialty bakery owner who is featured in the campaign. “Now I think anti-age means that you are constantly fighting this natural phenomenon of aging, whereas pro-age is a much more subtle way of dealing with the same process – making your body work with aging in the best way possible.”
The impetus for this campaign came from the realization that women over 50 are under-represented in society. It is far too common for 20- and 30-year- old women to be represented in media, advertising and entertainment, while women 40- and 50-plus are virtually ignored.
“Women over 50 are doing things today that previous generations never thought possible,” says Dr. Nancy Etcoff, Harvard University. “They are mothers of young children, CEOs of major companies, and students going back to school for advanced degrees. It is time for society to catch up with this new generation.”
Contrary to societal standards, this new breed of financially independent and socially active women shares the Dove pro-age philosophy that beauty has no age limit.
According to the recent Dove global study, “Beauty Comes of Age”:
- 87 percent believe they are too young to be old.
- 92 percent believe past generations of women over 50 were not doing the things women over 50 are doing today.
- 91 percent of the women surveyed believe the media and advertising need to do a better job of representing realistic images of women over 50.
- 97 percent believe society is less accepting of appearance considerations for women over 50 than their younger counterparts, with showcasing one’s body the least acceptable.
“Unfortunately, despite an increase in the population of the older demographic, age-related stereotypes are still very much alive in today’s society,” notes Dr. Robert Butler, founder of the International Longevity Center and a collaborator on the global study. “Our report showed that the lives of today’s older women do not reflect how society views them.”
Dove is launching a new Web site, http://www.doveproage.com, where women can share their views on beauty and aging, get product information, learn about the pro-age real women and hear from experts.
Meet The AuthorDiane Lane: Cuts Hair for Pantene Beautiful Lengths “hair” raiser
Thursday, February 8th, 2007Diane Lane, award-winning actress, appeared on NBC’s Today Show this morning and had her hair cut off on live television in the official launch of the Pantene Beautiful Lengths campaign. At the same time, 50 women volunteers across the country are having eight inches of their hair cut in a hair donation that will go to making no-cost wigs for women who have lost their hair during chemotherapy cancer treatment. The campaign is hoping to inspire women and men to make a gift of their healthy hair, cutting it to create wigs for women in need.
In addition, Pantene will launch the program with a $1 million donation to the Women’s Cancer Research Fund for cancer research. “This simple act of cutting my hair is going to make a profound difference to a woman who is fighting to regain both her health and sense of self,” Lane said. “My dream is that every woman who hears about Pantene Beautiful Lengths will become inspired to grow her hair and donate a natural resource that only she can give.” You can watch pre-show outtakes of the broadcast, as well as the Hope Pass it On video at Pantene Beautiful Lengths website. So far, no video has been posted of this mornings show.
Meet The AuthorComing of Age – How Babyboomers Are Redefining the Process
Friday, January 12th, 2007A lot of industries are starting to recognize the buying power of the baby boomer generation, and the spa industry is one of them. Spas are now offering “aging” regimen’s and treatments to people of all ages. DaySpa Magazine’s featured article this month is all about aging gracefully, and retooling your spa’s offerings to cater to the needs of the 45+ generation. Here’s a snippet of the article by Kendra Kozen:
Since the baby boomers came of age in the 1960s, America has undeniably become a youth-obsessed culture. From Rodeo Drive to Madison Avenue and everywhere in between, for at least the last decade one of the most prevalent trends in the beauty industry has been the idea of complete antiaging—do whatever possible to fight any appearance of aging. Our society now happily spends billions of dollars each year on the latest creams, gels and serums to keep us looking as young as possible, and more invasive treatments like cosmetic surgery and injections are now commonplace.
All of this has been a blessing for the spa industry. By capitalizing on the desire to look younger, you’ve probably increased your bottom line and brought in more than one new client. But will this trend continue now that the baby boomer generation has entered its 60s? Inevitably, we’ll all continue to get older, but will members of this generation still want to try to look like they’re in their 30s when they reach 75?
Some in the industry believe we’re beginning to see a shift in the way that we look at aging. It appears that we may be moving away from the concept of “fight aging at any cost” to a more graceful, wellness-based approach of “look your best at any age.” “We’re beginning to see hints that people are recognizing that there’s beauty at any age,” says Pamela Mayberry, associate director of the Ithaca College Gerontology Institute in Ithaca, New York. She notes the Dove “Real Beauty” campaign as one example of this trend and says that even if only a small number of baby boomers embrace this notion, it’s still significant because of the size of the generation.
Get the full article here.
Meet The AuthorHarnessing Energy – Energy Healing therapies a great addition to the spa menu
Monday, November 13th, 2006There are many religions, cultures and societies that have for millenia touted the great power of human energy fields. Often, these energy fields are disrupted by our daily activities and certainly by the myriad emotions and roller coaster that is life on this earth. Spa’s across North America are turning to energy therapies intended to heal, enliven, and restore the balance in each of us. Dayspa Magazine’s featured article of the month deals directly with this new type of treatment. Here’s an excerpt from their new November article by Linda Jacobson-Kossoff:
Meet The AuthorIt’s one of those terms that some therapists and alternative medicine practitioners use to explain how their treatments work, but that also tends to leave a vague-at-best impression on the listener’s mind. It’s always difficult to crystallize a concept that can’t be tangibly seen, held, heard or smelt, but like so many therapies that have been embraced in the modern wellness community, energy work is gaining credibility as more people take the plunge and reap the rewards.
(RED) as the New Pink?
Tuesday, October 24th, 2006We’re all pretty much used to the idea of having October as the month for Breast Cancer Awareness. That’s all fine and dandy, but consumers with heart are going to have to either pick sides or divide their spending among another worthy cause. Project (RED) is the brainchild of U2 lead singer Bono and Bobby Shriver, Chairman of DATA, to raise money and awareness to help women and children affected by HIV/AIDS in Africa.
“What’s the meaning of the parentheses or brackets? Well, we call them “the embrace.” Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name — (PRODUCT)RED.”
The group has teamed up with some of the most iconic and brand worthy companies on the planet (GAP, Armani, Motorola, AOL, AMEX, to name a few) with a percentage of each purchase going to The Global Fund.
We’ve discussed in other posts, the precarious line these businesses walk as they use charity to compete for consumer dollars. But, at the end of the day, if this is what it’s going to take to kick start micro-philanthropy via a new pair of jeans, or a dinner out charged to my (RED) AMEX, then so be it. Our only fear is that consumers will cease to be involved beyond the purchase.
Meet The AuthorHow the Beauty Industry Supports Breast Cancer
Wednesday, October 18th, 2006We’ve all grown familiar with October’s Pink fashion trend. It’s supported by big business everywhere, not just in the beauty industry. As highlighted in the blogher.com article, “Companies around the world like Fuji Film, Visa, Yankee Candle and even the makers of M&M’s urge consumers to “think pink,” when making their purchases – especially in October!”
Regardless of where you stand on the issue of commercial gain in behalf of raising awareness (Campbells soup revenue’s supposedly double in October) Nail Pro Magazine‘s October article examines what role the beauty industry is in a position to play, and whether or not they’ll do it right. Here’s a clip from the article:
Meet The AuthorAccording to the American Cancer Society, one person dies of breast cancer every 14 minutes. That’s about as long as it will take you to read this article. Worth the read? We think so.
The professional beauty industry is in a position of power. We are an industry made up of mostly women and service mostly women. We have the power to affect positive change, especially when it comes to women’s health issues. The American Cancer Society reports that in 2005, an estimated 211,240 new cases of invasive breast cancer were diagnosed among women. It’s possible these women are your friends, your clients, your co-workers and your family members. Find out what others in the industry are doing to support the cause and what you can do to help raise awareness.
Donna Bella Milan Hair and Beauty Blog
Monday, October 16th, 2006Welcome to the Donna Bella Milan Hair and Beauty Blog! We’ll be working hard over the coming months to bring you the latest in hair and beauty related trends as well as provide you with up to the minute news and information on our own line of products. At Donna Bella Milan, we do our absolute best to provide our clients and customers with the best in Remy quality 100% natural human hair for use in hair extensions and human hair wigs. We take pride in our Hair Extension products, and work tirelessly so that our clients can too.
After you’ve perused the blog for the latest in hair and beauty trends, tips, tricks, and gossip, mosey on over to our shop and see what products might best help you in your next hair adventure!
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The Donna Bella Milan Team
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