Body care for older generations

As European societies are ageing, manufacturers are increasingly turning their attention the over 50 age group. Dove is a good example of this trend. – We believe that older age groups should be given special attention in all categories as their physical needs and psychological attitudes are quite different from those of the 18-49 age group – says Anita Carra, trade marketing director of Unilever Magyarország Kft. – Our task is to make everyday life more pleasant for them. Dove believes that beauty is not dependent on size, age or nationality, which allows their innovative Pro age products to be marketed everywhere. This target group is harder to mobilise, but reads a lot more than younger age groups. This is why Dove focuses on press advertisements and POS marketing tools. While TV has its role, Internet has very limited use in communication of this type. Three new products will be added to thePro age product line this year.