Pre-teen girls have recently been storming beauty aisles to buy anti-aging products because they fear they will age before they reach adulthood. A study by Dove released earlier this year found that two-thirds (66%) of women feel pressure to look young – an insecurity that is exacerbated by the abundance of anti-aging beauty products on the market.
The beauty industry reinforces the stigma of aging by rarely, if ever, including older women in advertising. Dove’s latest campaign gets to the root of these problems: unrealistic beauty expectations placed on women and girls of all ages.
“Beauty Never Gets Old” challenges the age-discriminatory equation of youth with beauty and shows the diverse reality of what “old” looks like. The film proves that older women are just as glamorous and that aging is beautiful.
Produced by the creative team at Edelman, the piece celebrates the 67th anniversary of the launch of Dove’s Beauty Bar cleanser and features real women over 60 who have been using the product for a long time.
The work presents age as a power rather than a threat.
“What better way to combat the stigma of aging than to increase the visibility of the legions of beautiful, glamorous, confident, badass women that girls and women can look up to?” said Megan Skelly, EVP and Executive Creative Director at Edelman. “If this is what aging looks like, what are we afraid of?”
The campaign, she noted, underscores Dove’s commitment to “taking action to dismantle toxic beauty standards until beauty is a source of joy and confidence, not fear, for all.”
A video component gives each woman a unique style, highlighting her personality, in which she has likely become more confident as she has grown older.
“We didn’t make this up,” said Skelly, emphasizing the authenticity of the stories presented. “This is what aging looks like today: full of joy, style, strength and attitude.”
The women in Beauty Never Gets Old are portrayed as strong rather than frail, as individuals rather than mothers, grandmothers and wives. Maureen, for example, does a headstand and makes faces in the mirror while applying makeup, Vanessa wears Converse sneakers while jamming on the guitar, and Althea playfully eats Chinese food in a bubble bath. Other actresses exude an aura of dominance and power – a far cry from the frail women typically portrayed at their age.
Appreciation for the beauty of older women is unfortunately hard to find in the market, says Skelly, adding: “I have worked for many cosmetics brands in the past and I clearly remember the year I stopped fulfilling the beauty mandate.”
“In the media and advertising, stigma and prejudice against age (among other things) are still widespread, presenting us with one stereotype after another,” she added.
The campaign will be amplified through creative collaborations, an out-of-home takeover in New York and Los Angeles, and paid media across social, web and television. There will also be a tie-in with reality series. Golden Bachelor later this year.
This article originally appeared on Campaign US.
