Dove has launched a global campaign aimed at addressing young girls’ exposure to adult skin care content.
Global campaign #TheFaceof10 was created by Ogilvy UK
This includes digital outdoor works that will be exhibited across the UK, Europe and the US, including the Outernet London entertainment district. This includes paid social media content and creator content on his TikTok in the UK, Europe, and the US.
The Unilever-owned CPG brand has partnered with actress Drew Barrymore, as well as creatives, dermatologists and self-esteem experts, to help parents and caregivers navigate anti-aging conversations with girls and young women. We support you.
@drewbarrymore When I was younger, I loved expressing myself. I love glitter, and I also loved stickers. I thought I could never wear enough glitter. I still feel that way somehow. Today, young girls are exposed to anti-aging skin care content aimed at adults and are inspired to use anti-aging products. According to a @Dove Beauty & Personal Care survey, 1 in 4 women feel judged for the way their skin looks. Growing older is a privilege, so never fear it. If we can create a powerful, positive message, we can be as playful and as empowering as we want. I’m partnering with Dove to raise awareness about this unnecessary beauty trend and help young girls protect their self-esteem. ♬Original song – Drew Barrymore
The campaign suggests girls cover their faces with glitter, stickers and face paint instead of anti-aging products such as retinol.
Mindshare is responsible for media planning and buying for #TheFaceof10.
Dove also launched a free resource on its TikTok page for the campaign, offering guidance on how to talk to young people about anti-aging pressures and beauty concerns.
Gen A Anti-Aging Talk was created in collaboration with Dr. Phillippa Diedrichs and dermatologist Dr. Marisa Garshick and is pinned to Dove’s TikTok channel for parents.
The senior copywriter for this work was Anja Müller and the senior art director was Nick Shea.
The campaign also aims to expose the social pressure on young girls to develop anti-aging skincare habits. Dove said doing so “can foster early appearance insecurities in young girls and negatively impact their current and future self-esteem.”
The personal care brand partnered with Edelman DXI to survey girls ages 10 to 17 and found that half of them expect to become more concerned about their appearance as they get older. I understand. One in three girls consider having cosmetic surgery or plastic surgery to change their appearance as they get older. Firdaus El Honsari, Dove’s global vice president, said: Now is the time to highlight the absurdity and speak out to protect their self-respect. At Dove, we believe that a 10-year-old’s face should be a canvas for lighthearted fun, not anti-aging products.
The campaign is part of Dove’s Self-Esteem Project, which aims to help girls “enable the next generation to grow up enjoying their appearance and positive relationships, even when their self-esteem is at stake.” It’s something to do.
Dove said the project has reached more than 100 million young people worldwide since its inception in 2004, with a goal of reaching 250 million by 2030.
This article first appeared on campaignlive.co.uk.
