Dove's New Ad Campaign: Aging Gracefully

Dove has introduced a new campaign ad targeting middle-aged women. The women are various races, shapes and sizes. The focus of the ad appears to be anti-aging. This innovative creation is something television viewers aren't accustomed to seeing because when you see nudity on TV, it's always associated with young, slender, drop dead gorgeous women. (the ad can be seen at www.doveproage.com)

I, personally, applaud the middle-aged women who made the choice to bare it all for the ad. They have proven something I've been saying all along. Middle Age can be sexy. Sure, we have aging issues. We know that aging brings about so many changes to our bodies. Not only do we have to deal with tucking in because we're filling out, we also have to take extra precautions when it comes to skin care. Winter and excessive sun exposure can have an impact on your skin.

Here are some tips to keep you from drying out and feeling like you’ve been invaded by mosquitoes:

Soak in the tub: Keep the water lukewarm. The temperature shouldn’t be above 90 F. Adding bath oil to the water may help retain and replenish the oil in your skin.

Use soap sparingly: If possible, limit soap use to your face, armpits, genitals, hands and feet. Avoid antibacterial and deodorant soaps. Mild cleaners such as Cetaphil, Dove or Vanicream are less drying. Avoid products with fragrances and lauryl sulfates, which can be irritating.

Pat skin dry: Avoid rubbing or wiping your skin. Instead, leave it moist by gently patting or blotting with your towel.

Moisturize: Immediately after drying off, apply a thick moisturizing cream or ointment. Avoid creams or lotions that contain alcohol.

Use a humidifier: Keep indoor air moisture levels at 40 to 50 percent. Keep your house on the cool side; between 68 F and 75 F is reasonable.


Healthy skin can make you look years younger and like the baby boomer diva you were meant to be.

Beverly Mahone is an author and motivational speaker. She talks about issues involving middle age women in herbook, Whatever! A Baby Boomer’s Journey Into Middle Age.