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DOVE PROAGE PARTNERS WITH WOMAN'S OWN TO LAUNCH AWARDS FOR REAL WOMEN
October 24, 2008
Dove ProAge has partnered with Woman's Own – one of the best loved magazine brands in the UK – to launch a new national Awards to celebrate the achievements of real women over 45.
The Dove ProAge Woman's Own Awards, fronted by TV presenter and celebrity Trisha Goddard, will help women fulfil their ambitions and reward or celebrate their outstanding achievements with a series of cash bursaries.
The awards have been launched in response to new research by Dove ProAge which found that two thirds (63%) of women believe that society's ageist view of women over 45 is preventing them from achieving their goals, as well as lack of support from industry and employers. Other barriers holding them back include a lack of confidence (44%), time (22%) and money (25%).
The five-month activity launches this week and gives readers the chance to win over £11,000 in prize money, plus 20 runner-up prizes of Dove ProAge goody bags. The competition is launched in the magazine this week, and will be highlighted in the magazine at shortlisting stage and when the winners are announced, and will feature online at www.GoodtoKnow.co.uk.
Women can nominate themselves, friends or family for the awards; the winners and runners up will be chosen by a judging panel comprising Dove ProAge, Woman's Own and celebrity judge Trisha Goddard this Christmas. The categories include:
- Dove ProAge Woman's Own Woman Of The Year
- New Direction
- Make A Difference
- Dove ProAge Woman's Own Reader's Choice Award - Triumphing In The Face Of Adversity
Alongside the print and online features, Dove will also be issuing a direct email call to action to its database of Dove ProAge consumers.
Dove ProAge is the first care range from Dove designed to meet the specific skin and haircare needs of those over 45. It launched last year with a ground-breaking advertising campaign featuring inspirational women over 45 baring all to celebrate their age. This campaign struck a chord with millions of women in the UK and the products have fast become favourites. Since its launch last year ProAge products have been snapped up by one in five women over 45 in the UK.
Dove ProAge Brand Manager Rose Gray comments: “We understand the frustrations of real women and hope to inspire them through the ProAge philosophy and approach to ageing. Women over 45 are enjoying more opportunities than ever before, however as our research shows there is still much work to be done. The Dove ProAge Woman's Own Awards have been created to encourage women to embrace their age and continue to pursue their life goals.”
Karen Livermore, editor of Woman's Own, adds: “Our readers are such an inspiration to us and like them, we believe age is just a number. What really counts is attitude to life. That's why we're thrilled to join forces with Dove ProAge to show that life 45-plus just gets better and better. Women become more confident, have more life experience and it's time to celebrate the many ways they inspire others and truly make a difference.”
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Research carried out by Redshift, 2008. A total of 2045 women were surveyed
For further information on the Dove ProAge report or product please contact the Dove Press Office at Lexis PR: Baldeep Chana or Sophie Lam Tel: 020 7908 6532 / 6482 or Email: bchana@lexispr.com / slam@lexispr.com
For more information on IPC Media please contact: Chris Taylor, head of media relations, IPC Media on 020 3148 5406, 07980 221942 or email chris_taylor@ipcmedia.com
