Lessons Learned
Pro-Age Netzwerk is a thematic community that was launched with a specific type of user in mind. The intention was to create an inspiring and useful platform for women aged 45 and older. Dove used market research to discover the real concerns of their target market and built a community to address them. This user-centered approach to designing a community is the best way to ensure its relevance to your target group.
Pro-Age Netzwerk responds to the fact that many women hate feeling pressured to look perfect. This is emotional material, and growing older is a topic that’s relevant to any woman. The use of a Pro-Age product can therefore become a philosophical statement, expressing support for the messages conveyed by Dove’s marketing ...
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