UNILEVER UK is launching Dove Pro Age, a cross-category range aimed at women over 45.
The skin care, hair care and deodorant products are designed to meet the beauty needs of mature women.
Available now, the range will promote the message that beauty has no age limit, and will be supported by a £12m investment.
Unilever says that more than half the UK's female population is over 45, making this the fastest growing demographic group.
The range includes beauty body lotion, body cream oil, hand cream, neck and chest beauty serum, beauty care body wash, deo, shampoo and conditioner.
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