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BRIEF

Create a press campaign to relaunch Dove’s skincare range for older skin, whilst establishing Dove’s viewpoint on ageing.

SOLUTION

Skin is skin, so why is men’s skin allowed to age whereas women are expected to look as if they’re in their 30s for their entire lives or risk getting labelled ‘wrinkled’ or ‘saggy’? The solution was a campaign inventing a new lexicon to talk about older women, in the same way we already talk about older men.

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