Dove Pro Age celebrates real beauty

Dove is continuing the Campaign For Real Beauty with the launch of Pro-Age, recently promoted in a TV commercial featuring four women in their fifties and sixties from Chicago, London and Berlin. The campaign is likely to capture the imagination of Baby Boomer women around the world, women who would now be between the ages of 47 and 62. The campaign features images of real women (meaning women who are not professional models), literally uncovering all of their age spots, grey hair and curves, demonstrating that women are genuinely stunning, at any age. The complication, though, is the reluctance of US TV channels to broadcast ads showing nudity on public TV.

Merinete Morrison in Dove Pro Age Ad

Mirinette Morrison, 54, mother of three, housewife and nanny from London.

The online ‘TV Ad’ shows still and moving shots of four nude women with the super, “Too old to be in an anti-aging ad.” The spot finishes with the rejoinder that this is not an anti-aging ad, it’s Pro-Age. The voiceover: “New Dove Pro-Age. Beauty has no age limit”.

Click on the image below to play the video in YouTube

The spot is online in Shockwave Flash format at and A German version of the ad can be found at YouTube, using the words, “Zu Alt für Anti-Age Werbung”.

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.

“Beauty Comes of Age” was researched and written by Professor Susie Orbach, sociologist at London School of Economics and Political Science.

“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.”

Athena Uslander in Dove Pro Age Ad
Athena Uslander, engineer turned specialty baker from Chicago

“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 (Silverland Desserts) 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. We are, after all, children of the 1960s, a generation determined to achieve anything. It really is time to change the limited view presented by the media and I’m proud to be part of it.”

Dove Pro Age Ad
Elke Görsch, manufacturer from Berlin

“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.

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Diana Harewood Baynes in Dove Pro Age Ad

Diana Harewood-Baynes, artist and alternative therapist in London

Daniela in Dove Pro Age Ad

Daniela, 61, artist and teacher in Palo Alto, California

Mary in Dove Pro Age Ad

Mary Morris, 64


The Dove Pro Age campaign was developed at Ogilvy & Mather, Chicago, by creative director Maureen Shirreff, copywriter Rebecca Rush, and art director Rock Pausig, account director Illona Elspass, group account director Becky Getz, global creative partner Dennis Lewis, creative director Tereasa Surratt, and agency producer Larry Byrne, with contributions from Edelman, Germany.

The Pro-Age photography campaign, including video and print advertisements, is being photographed by internationally renowned photographer, Annie Leibovitz, an over-50-year-old woman herself.

Filming was shot by director Lars Knorrn via Neue Sentimental Film, Berlin with director of photography Jens Maasbøl. Editor was Randy Palmer at Optimus, Chicago.

Media was handled by MindShare.

54 Replies to “Dove Pro Age celebrates real beauty”

  1. i think it’s wonderful, I’m a mother of 4 and the very proud grandmother of soon to be 14, 10 natural and 3 from my husband’s children and 1 from my daughter in-law, i hate to use the word step-child, to me it declassifies a child, but that’s just my feeling, any way back to dove, and the BEAUTIFUL WOMEN WE ALL ARE! in my mind i still feel like I’m thirty, trust running around with all those little darlings the right frame of mind really works! but my body, Well NO it is definitely soon to be 55, but hey no one sees it but me and that’s ok it’s mine and my husbands! when i say so, DOVE JUST KEEP ON KEEPING ON, I LOVE YOU, AND THANKS SO MUCH FOR HELPING ME GET OVER BEING SHY!

  2. Everyone of the women photographed were incredibly beautiful.
    Please continue to inspire all females everywhere.
    I am now using your products because primarily I wanted to support your marketing techniques.
    I was fabulously surprised how much I loved them as well.
    The women make me proud and your company makes me feel terrific about myslef.
    What a combination!

  3. I think it is wonderful to see older women in ads and commercials, afterall, we do exist. I am sixty two and think I look good for my age. I would love to see more of these ads. Just because we are getting older doesn’t mean that we don’t care about our looks. It is very important to me. I love Dove products!!!! Thank you, Jenny Bradley

  4. I love seeing beautiful mature women. As a mature man of 58, I appreciate women who are like fine wine; they just get better with time.

  5. It’s about time that someone drops the dime-a-dozen thin twenty somethings and realizes that all women, no matter the age or size, are really quite amazing! If only more advertising would celebrate women as they truly are and drop the “ideal.” Maybe we could find our self-esteem again! Wonderful job and thank you from an “older woman.”

  6. All of the women look absolutely fantastic. All of us can’t look like the pencil thin models….nor would I want to look like that. I’m a very proud 65, 66 in June & would be more than honored to be featured in an ad like this! However, I wouldn’t have the nerve..I’m always too critical on myself! Some of us do have rolls around the waist & no matter what we do…they don’t ago I guess we just live with them & be proud of ourselves, no matter what! They should all be very proud of them-selves.

  7. I love it. I’ve been using Dove since I was 12 years of age, it’s go to know that I’ll have more Dove to look forward too.

  8. This is just a brilliant revelation!!! It’s wonderful to see mature women in all their glory. At 37, not stick thin and with no ambitions to be that way, it’s great to know that the opinion I have of myself is one that is also shared by many wonderful women out there, that we are beautiful just the way we are!! The photos in O magazine are also quite refreshing……….absolutely fantastic!

  9. Again you have done what this society needs more of…. A Reality Check…. ” Anti-Ageing ” give me a break…. How about Graceful,Sexy, Mature, Beautiful “ProAge Women” redefining True Beauty. I’m just 46 and would love a date with any of the incredibly wonderful ladies in your ad. KEEP REMINDING US THAT ZERO ………… IS NOTHING !!!!!!!!!!

  10. Hello,all us beautiful women! I am 52 years young, and think I look damn good, I even had a boyfriend who was 16 years younger, I was embarrassed at 1st, but then I thought why not?Beauty means more as you age, because it truly comes from the inside out,and for all the years we have been mother,friend,lovers,sisters,nuturers our glowing radiance is finally being recognized by akamai people.
    cheers to you Dove, for truly recognizing timeless beauty.

  11. The advertisement you have displayed is of exceptional value in this day and age where women are overly expected to be of a fictitious fantasy in the eyes of the general public. Every woman is a work of art in themselves as provided by the grand creator. Women share the same beauty as that of the earth. The earth is round, provides the creation of life, is always changing shape, and always displays her aging beauty for ever no matter the appearance. Thusly so, the living woman displays like quality. BEAUTIFUL forever they are and shall be. Thank you ladies and all for being REAL

  12. Thank you for all of the women who are happily in their 50s and 60s. We thought we looked good but you showed the world that we are the classic beauties. We are just beginning to take over the spots that once were filled with the young. Beware: We have conquered our fears of age and relish each little gray hair and wrinkle because they are a sign of wisdom and self importance. I’ve even noticed the men are beginning to check us out. Keep up the good work.

  13. I would love to see many more ads with these incredibly beautiful woman in them. It should be a commom occurrence to see mature woman in more advertisements. They’re gorgeous. I sincerely hope it happens.

  14. I am very pleased to see this advertising campaign being truthful. There is nothing more annoying than having some 18 year old using a product for wrinkle removal.
    Well done Dove. I am dissapointed that the public is not going to see these ads unless they are on the internet. WHat is wrong with our Country, violence is allowed but not art.

  15. Just one more way for Dove make money off the insecurities of older women.
    If Dove is so interested, let them offer their products for free!

  16. Loved your ad!! They were wonderful women. Thanks for revaluing us baby boomers…Sorry they can’t be on the tube. Made my day!

  17. I love Dove. My mother used it when i was young and i soon found that it was much better than anything else out there. I use the soap to remove my makeup everyday, it works better than makeup remover. It is the only soap in our shower (my husband loves it too, says it doesn’t make him dry and itchy). I color my hair and the Dove hair care line for colored hair is the best I’ve tried. I’ve seen the Dove Proage ad in some magazines and am sorry it won’t be on TV. The women in all the Dove ads are truly beautiful. Thank You

  18. bottom line, age is a natural progresion. Dove is suportting that. Thank you we sure need the recognition for the life we lived and the life we have yet to live. I like to think that with those lines have come the wisdom to do it better in the second half. I don’t know that i’d trade that for twenty so

    meting. So Dove keep on with your beautiful ads. SINE ON SISERS!!!

  19. Aging is natural and to be honored: what beautiful women! Bald is beautiful, too, both men and women. Our society has lost track of its humanity somewhere along the commercial line. Kudos to Dove for turning the corner!

  20. Hi there. I’m a freelance reporter working on a story on the pro-age campaign. Are any of you that posted here willing to be quoted on the record with full name? I’m working on the piece for a major US magazine. Thanks.

  21. Had an e-mail from Duncan McLeod asking if I would like to be involved. My answer is yes, Please let me know what is involved.

    Lynda Henson

  22. Thank you Dove!! I have the pic of three of the ladies on a bullentin board! Each one is beautiful, honest and believes in herself! I am proud to be as they. Now, this is real honest beauty!

  23. To day it’s my birthday , I am 42 , and proud of it ;
    I love this ad ,those lady look beautifull . What you see , when you look at me , aren’t wrinkles ,it’s the story of my life , and I earn itch and every one of den …

  24. I turned 44 yesterday, I am also a breast cancer survivor. I was worried what would happen when I was no longer “pretty”. These women are beautiful and I hope to grow older gracefully as they have. They are REAL and BEAUTIFUL. Thank you dove for these ads. Very tasteful also!

  25. Gorgeous, brave woman…Not brave because they’re showing something bad, but to bare all your body to millions of people has to be tough, especially knowing you’re going to be subject to (uncalled for) criticism. Love this ad, I do not understand TV companies’ reluctance with it. It is so unfortunate and I do not agree with it, especially when I am forced to see VS models nakedly drooling all over themselves and causing my boyfriend’s jaw to drop. What’s the difference??? It makes me angry, and I too, will support Dove and their products over another company’s without such a vision. Great job…naked or not. If other companies use naked to sell, why not this one?

  26. Thank you to Dove and to Oprah for supporting a pro-age philosophy. Deep in our hearts every older woman knows her value and beauty. Unfortunately, sometimes our minds cannot recognize this due to many things including the media. This is were I applaud you for connecting to my heart and reminding me of my value and my beauty. It is a wonderful campaign; a campaign that I did recognize we needed as I watched my mother and her friends feel devalued and not recognized in society. I am 56 years young and often times I feel like I am thirty inside. I like being my age and I truely support this campaign for older women now and the older women of the future. I would love to model for Dove as I am pleased with my beauty both inside and out. I would not be embarrassed if my family saw the ad; I would be proud!!

  27. Call it an extension of the Pro Age campaign, Dove has done something very clever in Canada by engaging prominent Canadian women to write essays on the importance of aging gracefully. I blog about it at but, I would be curious to know what others think about the effectiveness of a paid advertorial of this kind?

    The essays can be found in my latest post.

  28. Bravo to Dove and the advertising firm who came up with the idea. I just came across the ad in my Better Homes and Gardens and simply love it! The look on those women’s faces put a smile on mine. And as a 55 year old retired engineer, running a 40 acre farm on my own, I’m proud to be among your target audience. Who says the public is incurably ignorant. We know what we like when we see it!

  29. Hat’s off to Dove and the women. It’s time to show that age has it’s beauty and you don’t have to be twenty or wear a size 5

  30. I am a 60 year old in The best shape of my life. I have been using Dove soap for as long as I can remember and I even promote using Dove soap on newborns, I work in a maternity ward. This advertisement is the best I have seen in so long because it shows true women , who care about there bodies. Finally truth in advertising!!! Fantastic and keep up the good work. At 60, I even wear a full set of braces. My teeth need to catch up with my skin and body!!!Linda

  31. I am 74yrs young & have used Dove soap for at least 25yrs. It is my only nighly beauty routine.
    Friends & even strangers often comment upon my young looking skin.
    Thank you, Dove.

  32. At 46 I was beginning to fear the all mighty signs of aging but after seeing your ad I am now looking forward to a trip to the store. I will definitely purchase Dove products simply because the women in your ad are real. Why can TV display nearly all unspeakable parts of the super thin but give us a tastefully done ad featuring mature beautiful woman and they treat it like pornography. There is nothing wrong with what you have shown in this ad.

  33. I think the women look wonderful, i like seeing ad’s with beatiful older women instead of the same old young thin women who haven’t experienced life. I think they should so this ad more and there is nothing wrong with it aging is a part of life , if dove can help you to age gracefully good for it they all look wonderful. I am 45 and in good shape thanks to dove I would love to do an ad like that.

  34. i am uplifted by your beautiful women. real women. i am a 48 year old mother and grandmother of 7. i love to see their enjoyment of their quite obvious joie de vivre. well done to you for showing these women in celebration of us all.

  35. Just wondering when (if ever) someone will put out an ad that shows men in a good light. Of any age.

  36. I feel there’s a wonderful product from Dove, called Proage. Celebrating real beauty for women of the golden years.

    I find that ad enpowering and truly a great message for older women. It took courage to bare themselves naked before the world to criticize. Those who support this campaign stood strongly behind it, and others who didn’t said some harsh remarks.

    But I look at it as a goal to overcome and with positive support for this proage campaign we all can appreciate our older years with grace, style, wit, and beauty.

    I love Dove Proage commercial, though I’m 45 and lovely I realize nudity doesn’t have to mean dirty. Dove Proage women simply put it “We’re here, older and beautiful” “As my fifties approach I feel just as sexy and fine as I did in my youth.” “My booty may be a little bigger now. But I have great self-esteem thank you Dove.”


  37. When I first heard about your Pro Age ad for older women in their 50-60’s – I QUICKLY sent my information.. excited to hopefully be a part of your ad. I NEVER received an acknowledgment and I am sure you were overwhelmed with responses. I am 58 years old next month and love seeing that older women are beautiful as well. Some of us are lucky enough to have our family genes…others are not so lucky…but we are ALL human with a bundle of feelings! Thanks, DOVE

  38. About time! The campaign for REAL beauty says something that all men know and women are just beginning to realise…all women who love life and live it to the full are beautiful whether they are 5 years old or 90.

  39. So let me get this straight: this message of aging beauty coupled with power, confidence, and self-esteem could not have been made with clothes on? How do we explain the disparity between those great concepts and the harmful message it has when paired with nudity? I am teaching my 11 year old daughter to be powerful, confident, have self-esteem, and be modest!

    Darryl Lee

  40. Laura Says:


    So? The woman are beautiful,and Dove isn’t in the business to give away free soap.It is a clever add campaign

    Some people are much too PC

  41. To those “haters” who think and speak negatively about older women speaking out proudly about their age and beauty, I have a simple response…GET OVER IT! These women are indeed beautiful…and yes, sexy. What’s more unattractive…a group of beautiful older women proudly baring their bodies in a positive ad campaign, or a few naysayers who proclaim “you can’t do that” in order to cover up their own insecurities? These women should be proud of how they look. I’m willing to bet that the critics of this campaign don’t have the guts to take off THEIR clothes and pose for pictures!

  42. I absolutly love all of the Dove commercials. I think Dove did something incredibly amazing. I’m only 15, but it doesn’t matter if your 12, 20, or 50, we all have insecurities, and Dove helped us be comfortable in our own skin. As to the others who complained and said they’re trying to get their kids to be modest, this commercial isn’t provacative. It’s not raw, or raunchy. It’s encouraging.

  43. Dove has taken the time with great skills and a well put together warm feelings of making these women feel wanted.

    Well done Dove

  44. That Daniela is the most beautiful lady, and she is ageless! She swims in national senior games and masters swimming programs. She holds numerous national swimming records. It was my pleasure to meet her recently, and she is as beautiful inside as out!

  45. I’ve been searching for a modern era photo/sculpture image portraying a big group of natural nude women, i.e. skinny, fat, old, some imperfect. A celebration of women. Thanks if you find it for me.

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