Dove, the Unilever-owned personal care brand, is stepping up its controversial Campaign for Real Beauty with the launch of television advertising showing naked women aged over 50.
It is the latest twist in Dove’s long-running campaign, which claims to help women feel better about their bodies irrespective of age, shape or skin tone. The “pro-age” execution attempts to show that “over 50 is not over the hill”, according to Unilever, which claims it is “fighting back” against traditional images of beauty.
Unilever claims research it has conducted shows that up to 94% of women believe society should change its attitude to ageing. Nearly 90% of mature women think the media needs to provide a more accurate representation of their age group while 27% say traditional images of beauty leave them feeling invisible, says the company.
I will post an item containing the ad as soon as it is aired. Should be interesting. Dick Stroud
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