Marketing to Women Online: Dove's Pro-Age Campaign

Here's something to get you thinking...

Nearly 60% of women globally believe that if magazines were reflective of a population, a person would likely believe women over 50 do not exist.

It's tough to respond to ads when you never see yourself in those ads. When you do see women over 50, it's almost always a stereotype in an ad for Medicare, or a financial planning service, or someone's grandmother. Break away from those stereotypes and she will notice you and your ads.

Dove is doing just that....again. They are generating a lot of interest. Check out Michele Miller's blog for some insight into how women feel about the campaign.

As usual, I was interested in how well the website was integrated into their marketing strategy. I think they did a pretty good job this time. But I do have one suggestion (Come on Dove, you didn't think you were going to get away that easy :)....

There is some awesome information, but it is completely buried in the FAQ section. Some of this should really be front and center in their campaign.

I was curious about the products - if they aren't supposed to stop aging, what are they supposed to do?

Here's what the product page had to say...

Dove created new pro·age products that reflect the unique needs of women in their later years. Formulated to nourish and condition, pro·age helps revive and renew skin and hair.

Revive and renew? doesn't that sound a lot like the "anti-aging" products? But here's what they had to say in the FAQ section

it is important to care for rather than disguise your changing physical appearance

wow -now THAT's powerful - that got my attention while "revive and renew" sounded so much like the same old marketing hype, it didn't even register on my radar. But is the above line in any of their advertising? I don't know - I haven't seen it - but I sure hope so.

Here's what else I found, once again - not on the product pages, but buried in the FAQ

pro·age was developed to meet the needs related to the skin and hair changes a woman experiences during and after menopause

During and after menopause, women's skin has slower surface cell turnover, skin loses its ability to retain moisture, and its appearance loses vitality. Underarm skin tends to be dry, flaky and increasingly irritated.

pro·age contains key ingredients to specifically address the unique needs of changing skin and provide the care to help it look more vibrant and feel softer:

Glycerin helps skin appear more supple and feel softer

Alpha Hydroxy Acids (AHAs) optimize surface cell turnover

SPF to help prevent sun damage

Emollients enriched with olive oil help lock in moisture

Dimethicone protects skin's moisture barrier

Dove 1/4 moisturizing cream nourishes skin and helps maintain its resilience

Why isn't this information in the product descriptions? Now, the product descriptions do talk about "surface cell turnover" but they never really explain what that is - I've never heard of it or why it's important - why isn't there a link to a page that explains what the benefit of that is?

I'll be anxious to see how Dove's Pro-Age products do. But I would encourage them to have more information on their product pages. They're doing a great job of emotionally connecting with their customers, but the website is also a great place to satisfy women's logical questions about the products.

Have you taken a look at your FAQ? Are there great little nuggets buried in there?

Comments

Everybody is aging. But with the professional anti-aging solutions and resources provided in this website, you will certainly be able to slow down the tick of your biological clock!

Posted by: suti | July 29, 2008 at 12:23 AM