With 20 per cent of the Canadian population being a 50+ women, the time has come to abandon the notion of anti-age, and celebrate and embrace age - this is the new philosophy from one of the world's leading beauty manufacturers.

Being 50 now is very different from being your grandmothers 50. Ninety-one per cent (91%) of women aged 50-64 think it is time for society to think of aging in a more positive way, and the same number agree that they are not represented in popular culture. Eighty-six per cent (86%) of these same women take pride in sharing their age, despite feeling that society is less accepting of their appearance than their younger counterparts (97 per cent of respondents agreed with this), says the new global study, commissioned by Dove entitled Beauty Comes of Age.

"Society continuously tells us to defy and minimize our age, yet this generation of women shows us that the later years in life are something to look forward to and enjoy. In fact, these women define what it means to be 50 and still young," says Dr. Susan McDaniel, award-winning expert on aging and women's health and professor of sociology at the University of Windsor. "It is time for society to catch up to these women's views and re-shape how they think of mature women and portray them across the board."

Skin changes as it ages and is dramatically different after menopause. Skin cell turnover slows down resulting in uneven dull skin tone. Hormone fluctuations during menopause cause skin to dry out and thin. Skin’s moisture barrier weakens, and skin becomes more vulnerable. In addition to that, repeated sun damage over years leaves its mark as sun spots and wrinkles. Hair becomes thinner too, as the hair shaft diameter decreases and hair grows slower.

Often women don’t realize these changes and have many questions about which products are suitable for changing and aging skin. New beauty line pro•age, marketed for mature women, is touted as “honest beauty” since its only aim is to improve the condition of mature skin and hair long term, without any loud claims or promises of instant results.

Unlike many lines for dry/aging skin, Dove’s new line pro•age, in fact, does nothing to minimize the appearance of aging. Instead, all products in the line make mature skin feel better and more comfortable. Women don’t need to combat the signs of aging, Dove believes. Instead, they should feel positive about their wrinkles and enjoy their looks as they are.

The key ingredients in the line, glycerin and olive oil, aim to deliver moisture to upper levels of epidermis and protect aging skin from elements. We especially love pro•age Rich Night Cream with whopping 35% of hydrating emollients and 12% glycerin – we use it during the day, and it does a great job keeping our 30-something skin moist and dewy even in harsh winds. Another potential hit is creamy Foaming Facial Cleanser, a floral-scented creamy cleanser with glycerin and olive oil that removes makeup and refreshes skin without stripping off its natural oils.

Some products, such as hand cream, contain hefty dose of alpha-hydroxy acids to exfoliate rough dry skin patches, and, in pro•age Day Moisturiser, broad spectrum SPF 15 and light-diffusing particles. Among the less exciting products we would note the hand cream which was too stingy and not too moisturizing for our winter-beaten hands and an anti-perspirant formulated with a substantial amount of potentially carcinogenic aluminum.

pro•age hair care line, as always with Dove, is par excellence. Lightweight yet styling foam, long-lasting finishing spray, thickness-boosting conditioner and moisturizing shampoos are destined to be a hit with 50+ women and anyone who wants to age-proof their locks.

Dove pro•age is available across Canada in all major drug stores. Prices vary from $7.99 for a shampoo to $26.99 for a night cream.