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Pro-Aging: Bare Skin Edition
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« Boundless Playgrounds | Main | Social (In)Security »
October 13, 2007 |Permalink |Comments (1)
Pro-Aging: Bare Skin Edition
YOUTH=BEAUTY
AGE= UGLY
These are the equations that drive ALMOST all of our media, advertising and (too often) art.
Dove deserves kudos for challenging these assumptions and doing so with flair and style.
How AdFormula sees it...
Six, over-50 gorgeous women do their best 'calender girl' homage in this controversial campaign titled pro age campaign ,designed and executed by their time tested agency O&M,posing buck naked in the ad, which was banned from airing( see the tvc here) and landed Dove in all the mess,because it "showed too much skin". The positive side as I see it, is that it was the first time, that a brand, that took on skin care, was talking to women about aging in a positive tone...Dove, the global beauty brand, boldly challenged the “only young-is-beautiful” stereotype with this Campaign which aimed to sell pro aging (and not anti aging) products . Designed to expose what our anti-aging society has been hiding, proage celebrates women of 50+ by showing their honest, real beauty.
Comments ( 1)
I am so inspired by Dove's ad campaign. I have heard a great deal regarding the backlash created from these pictures. Why are we so afraid to accept beauty beauty that comes in different forms?
It goes is far beyond the fresh faced 18 year old.
Now as my peers and I approach 30 it's as if our sex appeal and general worth has started to reduce exponentially. Can you imagine? You live to your 70's or 80's, but according to societal standards you are only beautiful and desirable for 8-10 years of your entire life span? Ludicrous.