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A forced transparency policy also may assist their mothers -- post-50 women -- make it back onto the pages of fashion advertising, portrayed as they are in Pro Age ads: realistically beautiful.
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For example, the trade publication Advertising Age reported last week that a new line of anti-aging products sold by Unilever under the Dove Pro-Age name is being outsold by a similar line of products sold by Procter & Gamble under the Olay Definity brand.
The Pro-Age line drew widespread attention for ads of nude grandmothers, tastefully photographed by Annie Leibovitz.
Dove, for example, has just introduced a line called Pro-Age aimed at women "in their later years".
It is a message that Cindy Joseph espouses with BOOM! - her pro-age cosmetic line.
Following this success, the campaign expanded into other media, including a series of television spots (Flip Your Wigs and the Pro-Age series, among others) and print advertisements ("Tested on Real Curves").
Pro-aging is not about letting ourselves go.
Still, while many 90s pros aged out of magazine pages, a few learned to adapt.
Together, the two PGA Tour pros' ages add up to 44, which should provide them with plenty of respectful needling because they are grouped with Couples in the first two rounds of the Northern Trust Open that begins Thursday.
The PRO-AGE project has additional strengths.
The PRO-AGE project has several limitations.
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