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FEB 2007

The Real Story Behind the Success of Dove's Campaign for Real Beauty

Marketing Profs, February 20, 2007 — It's "PrimeTime" for Dove's revolutionary Pro-Age products and advertising. I love the new "bare it all" ads, and I guarantee that many women "of a certain age" do too. Because finally marketers are not only recognizing but also actually showing "real" women over the age of 50 in their ads.

Category: Marketing Strategy
Tags: Dove, Advertising, Customer Targeting

Related Factoid

In the US sales for the products featured in the ads [Dove's Campaign for Real Beauty] increased 600 percent in the first two months of the campaign

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