Older beauty is not valued in society. A study from Dove released earlier this year found that two-thirds (66%) of all women feel pressure to look young, an insecurity reinforced by the plethora of anti-aging beauty products on the market. Prepubescent girls have recently begun flocking to skincare counters to buy anti-aging products, worried about signs of growing older before they’re even grown.

Dove is continuing its fight to bring sensibility back into our ideas of beauty and make beauty a source of happiness and confidence, not anxiety, for all. This time it has turned its attention to the stigma against ageing perpetuated by the beauty industry. Its latest campaign, Beauty Never Gets Old, challenges unrealistic expectations of beauty placed on women and girls of all ages.

The Edleman campaign – boldly for the beauty industry – shows diverse reality of what “old” looks like, proving that older women are just as glamorous and aging is beautiful and presenting ageing as a power rather than a threat. The work ties in with the 67th anniversary of the launch of Dove’s Beauty Bar cleanser, starring real women over 60 who count themselves as longtime users of the product.

“What better way to fight the stigma of age than to increase the visibility of the legions of beautiful, glamorous, confident, badass women for girls and women to look up to,” stated Megan Skelly, EVP, executive creative director at Edelman. “If this is what ageing looks like, what are we afraid of?

Stigma and bias against ageing (among other things) still prevails in media and advertising, presenting us with one stereotype after another,” Skelly added. “We didn’t make this [authentic presentation] up. This is what ageing today looks like: it’s full of joy, style, strength and attitude.”

The full campaign will cover creator tie-ins, an out-of-home takeover in New York and Los Angeles and paid media across social, digital and television. It will also have a tie-in with reality series Golden Bachelor later this year.