Wrinkles in Living Color

Can Dove sell a new line of beauty products by telling women that aging is O.K.?

CJones for TIME

Dove billboard advertisement for PRO-AGE a new line of skin and hair care products.

A bare shoulder flashes on the screen to the riffs of a flamenco guitar. A feminine hand on an unclothed waist follows, and the gorgeous face of a dark-haired woman appears with--yikes!--all her wrinkles in living color. The camera pulls back, and-- double yikes!--she's naked. Next, a grinning full-figured woman with silver-streaked hair. Then comes an age-spotted shoulder. Finally, a long-legged beauty with cropped gray hair and--egads!--a lined neck and a furrowed brow poses in the buff, save for a pair of dangling earrings and a cuff bracelet.

These stunning images, shot by celebrity photographer Annie Leibovitz, are the centerpiece of a...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!