Word is out that much-beloved Dove will launch the next phase of its Campaign for Real Beauty next month with the release of Dove Pro-Age, a collection of personal care products for the Boomer market.

According to a report in MediaPost, “Dove Pro-Age puts a more upbeat spin on the traditional "anti-" used to describe anti-aging products. It will target pre- and post-menopausal Boomer females, or women who might be growing age-conscious.”

While the line of 15 products will stand out with distinctive maroon packaging and ingredients often used in higher-end brands, the price will remain in the affordable $3-15 range.

What I can’t wait to see is the ad campaign... and the life it takes on via the Dove website.  Considering the surprising number of comments I’ve received on my post about the death of Revlon’s Vital Radiance, the Dove collection (backed by savvy marketing and merchandising brilliance) is sure to be a hit.