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DATE: 02/02/2007

Fabulous Over 50s

Friday 2 February: Well done the Lexis Dove team who’ve scooped coverage for the launch of Dove’s ProAge campaign in The Times, Sun, Mail, Telegraph, Guardian and Daily Record, on GMTV and online a-plenty. In Beauty Comes of Age - a global white paper from Dove - research shows how maturing women believe it is time society changed its attitude to ageing and that the media needs to provide a more accurate representation of their age group. In line with its long term Campaign for Real Beauty, Dove has responded by launching its ProAge range and advertising campaign featuring real women over 50 to prove that it is unnecessary to erase the signs of ageing in order to look fabulous.

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