Supported by a £12m marketing investment, Dove Pro Age is an eight-strong collection of skin care, hair care and deodorant products designed for mature women. The range even includes a serum for the neck and chest - a delicate area on older skins.
The 45+ age group is the fastest-growing demographic, accounting for more than half of the UK's female population according to brand owner Unilever.
It claimed the launch represented a huge growth opportunity for the brand and the category. Major retailers have pledged to merchandise the products together in a full, cross-category range, it added.
Brand executive Silvia Fernandez said the aim was to bring about a change in attitude for the anti-ageing category - from a negative, fear-driven approach to a positive and affirming one.
"No woman should be made to feel getting older is bad," she added. "We want to encourage women to trade up to a product that's been designed to nourish mature skin and hair.
"Dove is already a strong favourite among this age group and the Dove Pro Age range will cement Dove's position in this market."
Support, which will consist of TV and press advertising, will build on the Dove parent brand's 'real beauty' positioning. It will carry the message - beauty has no age limit.
Packaging is deep burgundy to differentiate products from the core Dove offering and provide a strong point of difference.
At £133m, it is the UK's third-largest personal care brand, behind Gillette and Colgate. With growth at 15.7% year-on-year, it is outpacing rivals.