Less ‘anti’ more ‘pro’

Who said words don’t matter?

Dove’s “Pro-Age” aims to put a more upbeat spin on the traditional "anti-" used to describe anti-aging products. It will target pre- and post-menopausal Boomer females, or women who might be growing age-conscious.

The new Dove line and surrounding communication will be the first time Unilever "addresses menopausal women, but in a very positive way" – so says Dove’s Marketing Director.

This is an ambitious product launch with fifteen SKUs in the Pro-Age line hitting the stores at the same time.

Of course the new products must have some wonder new ingredient - alpha hydroxyl acid – and new packaging to distinguishable itself from traditional Dove products.

It will be interesting to see the advertising. Dick Stroud