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Dove Campaign To Challenge NZ Views On Ageing

September 28, 2007

New Dove Campaign To Challenge New Zealand Views On Ageing

The launch of the new Dove pro.age campaign follows a global study on ageing, beauty and wellbeing that reveals 91% of women believe it is time for society to change its views about women and aging.

“To help change the way society views women and aging, the Dove pro.age campaign features real women over 50, literally uncovered” says Fergus Kibble, Marketing Director, Dove Australasia.

The Dove pro•age campaign is about celebrating maturity and widening the definition of beauty to show that real beauty has no age limit. Our goal was to feature beautiful women as they really are; with self confidence, age spots, wrinkles and grey hair”

“Pro.age came from the realisation that women over 50 are underrepresented in society. It is all too common for 20 and 30 year-old women to be represented in the media, advertising and entertainment, while women 50 plus are virtually ignored.”

Dove pro.age is an aspirational and powerful philosophy that combines an extensive range of Dove products for face, hair and body with a revolutionary advertising campaign that unveils the beauty of women over 50 years.
With no air brushing or retouching, the images are real, revealing and designed to celebrate the beauty that comes with age and denounce ‘anti-age’.

In 2005 Dove commissioned a global research called ‘The Real Truth about Beauty’. The study questioned women’s feelings on beauty and their take on mass media and pop cultures’ impact on it.

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The reports’ most startling finding was that only 2% of women globally thought they were beautiful and from this feedback, Dove created the Campaign for Real Beauty. It is hoped that the campaign will positively transform the socialization of beauty and self esteem for future generations of young girls.

The latest report entitled ‘Beauty Comes of Age’ was undertaken in collaboration with world renowned gerontologist and Pulitzer Prize winning author Dr. Robert N. Butler, as well as advisors Dr. Nancy Etcoff (Harvard University) and Dr. Susie Orbach (London School of Economics/ Sociology Department). It details age related stereotypes, the underlying effects of age on self esteem, and the desired changes for society, media and beauty manufacturers.

The report found that women over 50 want to see a change in society’s view on women and ageing. 91% of the women surveyed believe the media and advertising need to do a better job of representing realistic images of women over 50, with the majority believing that if media were reflective of the population, a person would likely believe women over 50 did not exist.

Renowned Psychologist Sara Chatwin says she expects the campaign will become a catalyst for debate and discussion among New Zealand women.

“Challenging images pose challenging questions and a woman over 50 without her clothes on is something Kiwis won’t have encountered in mainstream media. It will be interesting to see if this provokes debate and discussion in our society; why for example are women buying into the ‘anti-age’ mentality that media and advertising propose? We have a rapidly ageing population yet the media is full of young, unattainable representations of women.”

The pro.age philosophy and the accompanying range of face, hair and body products launches alongside the advertising campaign featuring women over 50 on television and print nationwide in October 2007.

ENDS

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