I received an email from Dove on Thursday with the strangest RE line: Dove® is pro.age™
Because I enjoyed the previous entries in the Dove Campaign for Real Beauty, and the Digital Hive has been following this unfolding campaign for a while now, I immediately clicked in to see the new entry. I figured Dove would enter the "real grown up woman category" like L'Oreal Paris' Age Perfect Pro-Calcium Restorative Hydrating Cream (you've seen the commercials starring Diane Keaton) and Revlon's Age Defying product line.
Dove did not disappoint. The spot is fantastic (and I love the music.) While I don't need any manufactured controversy - I did actually love the spot. Dove takes the idea all the way on the website be offering you a chance to hear the reaction or join the debate or tell a friend. I enjoyed the "hear the reaction" snippies - I'm so happy that the focus group contained some "women of a certain age." Rock on sisters - I'm so proud. The discussion on the "debate" board is firmly on the "you go girl" side (with a few non-sequiturs and entirely inappropriate member names - dude really - "Divinity"?) but totally worth a read.
One word to Dove, please don't let me find out you have shills working the board. If "ladyagewell" is not legit - delete the post. I'll be watching, carefully.