I actually pitched a similar concept to the CEO of large prestige cosmetics company about 4 years ago. This idea came from the fact that this particular brand, wasn’t acknowledging the fact that their customers tended to be middle aged women – not young beauties and that they should embrace that position and market to them. No dice though – they refuse to admit who their core customers were and kept trying to appeal to younger women and continuously losing that battle to other brands more aligned with that age group. Why doesn’t anyone in prestige cosmetics want to embrace the mature woman – aren’t they the ones with the deepest pockets and strongest desire to maintain their beauty?

Nice job Dove.

I did a brief search to and find out who is behind the campaign but came up empty. Anybody know?