In the latest incarnation of its award winning Campaign for Real Beauty, Unilever’s Dove brand has launched the pro age campaign in an attempt to counter the “only young is beautiful” stereotype.
The global initiative was locally tailored in print and online components by Singleton Ogilvy & Mather The global TVC was created in the US and has already rolled out in Europe and in the US.
The campaign which features women over the age of 50 coincides with the launch of Unilever’s pro.age skincare range which is targeted at the over 50s.
Carolyn Oates, a 63-year-old grandmother of four was chosen to feature in the Australian print ads and alongside the global images, after a nationwide search earlier this year.
The campaign which launches today will be on prime time television across all networks, magazine print ads and online.
Dove launched the Campaign for Real Beauty in September 2004 with a much publicised campaign featuring real women whose appearances are outside the stereotypical norms of beauty.
