Online Communities Handbook: Building Your Business and Brand on the Web

Interview

What was motivation behind the Pro-Age Netzwerk?

In 2007, we introduced an advertising campaign for our brand, Dove Pro-Age. The campaign’s message is that getting older is something positive and beauty is not a matter of age at all. It is dated and a stereotypical point-of-view that women over age 45 are no longer attractive. We do not talk about “anti-age” but “pro-age”: We want to encourage older women to be more self-confident. We know from market research studies that many women find it stressful and feel under pressure if they compare their bodies and faces with glamorous models in advertising campaigns. Pro-age shows “normal” women like you and me, not extraordinary beauties. This campaign worked successfully offline, and this ...