dove pro-age

< Global, Cross-Media Campaign >

Photographed by Annie Leibovitz

Awards: Cannes Lion, Effie, many others

The anti-aging product category, by its very name, implies that aging is a bad thing and notoriously features flawless, airbrushed women under 40. But Dove believes beauty has no age limit, and actually named this line of products Pro-Age. Our campaign calls out the category and celebrates women over 50 in all their naked, un-retouched glory. Part of Dove’s award-winning Campaign for Real Beauty