Prepubescent girls have recently begun flocking to skincare counters to buy anti-aging products, worried about signs of growing older before they’re even grown. A study from Dove released earlier this year found that two-thirds (66%) of all women feel pressure to look young, an insecurity reinforced by the plethora of anti-aging beauty products on the market.

The beauty industry perpetuates the stigma against aging by rarely, if ever, including older women in advertising. Dove’s latest campaign challenges the root of these issues: unrealistic expectations of beauty placed on women and girls of all ages.

Combating the ageist conflation of youth with beauty, Beauty Never Gets Old shows the diverse reality of what “old” looks like — proving that older women are just as glamorous and aging is beautiful.

The work, produced by the creative team at Edelman, celebrates the 67th anniversary of the launch of Dove’s Beauty Bar cleanser, starring real women over 60 who count themselves as longtime users of the product. 

The work portrays age as a power rather than a threat.

“What better way to fight the stigma of age than to increase the visibility of the legions of beautiful, glamorous, confident, badass women for girls and women to look up to,” said Megan Skelly, EVP, executive creative director at Edelman. “If this is what aging looks like, what are we afraid of?”

The campaign, she noted, furthers Dove’s commitment to “taking action to dismantle toxic beauty standards until beauty is a source of happiness and confidence, not anxiety, for all.”

A video component styles each woman in a unique way that elevates their personality, which they’ve likely grown more confident in with age. 

“We didn’t make this up,” said Skelly, noting the authenticity of the stories presented. “This is what aging today looks like: it’s full of joy, style, strength and attitude.”

The women in Beauty Never Gets Old are presented as strong rather than frail and as individuals instead of mothers, grandmothers and wives. For example, Maureen practices a headstand and makes faces in the mirror while putting on makeup, Vanessa wears Converse sneakers while jamming out on a guitar and Althea playfully eats Chinese food in a bubble bath. Other cast members give off auras of dominance and power — a far cry from the frailty women their age are typically portrayed with.

Appreciation of older women’s beauty is unfortunately hard to come by in the market, said Skelly, who noted that, “having worked on plenty of beauty brands in the past, I distinctly remember the year I fell off the beauty brief.”

“Stigma and bias against aging (among other things) still prevails in media and advertising, presenting us with one stereotype after another,” she added. 

The campaign will be amplified through creator tie-ins, an out-of-home takeover in New York and Los Angeles and paid media across social, digital and television. It will also have a tie-in with reality series Golden Bachelor later this year.

This article originally appeared on Campaign US.