Dove goes global with Pro-Age campaign

Having opened eyes with its now-famous 'Campaign for Real Beauty,' Unilever is upping the ante in a new initiative. The goal? Inducing an attitudinal shift regarding age.

With the tagline ‘Beauty has no age limit’ as a rallying cry – and stats from a nine-country consumer survey as its foundation – Unilever’s Dove brand officially launched a global advertising campaign for its Pro-Age head-to-toe skin and hair products today.

Striking images of unclad, non-youthful women, taken by celeb photographer Annie Leibovitz, are already appearing in leading women’s magazines around the world. In English-speaking Canada, these include Canadian Living, Chatelaine, More, 50 Plus and Good Times. In Quebec, the ads will run in Femme Plus and Clin d’Oeil. Television spots are set to appear in popular daytime lifestyle shows and popular primetime drama shows in Canada and other countries.

Toronto’s Capital C has created a website in Canada featuring profiles of the eight women who appear in the ads. The site also features motivational e-cards featuring a variety of tasteful images of naked older women along with inspirational messages. PHD in Toronto is handling media buys in Canada for the campaign created by Unilever’s Swiss HQ.