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, created by Ogilvy, 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.
The research involved 1,450 women between the ages of 50 and 64, carried out across nine countries. The first ad will be aired this week on ITV during Dancing on Ice.