Dove has launched a global campaign designed to address the issue of girls being exposed to adult skincare content.
The global campaign, “#TheFaceof10”, was created by Ogilvy UK.
This will include outdoor digital artworks that will be exhibited across the UK, Europe and the US, including in the entertainment district Outernet London, which will accompany TikTok’s paid social media and creator content across the UK, Europe and the US.
The Unilever-owned FMCG brand has also partnered with actress and presenter Drew Barrymore, as well as creatives, dermatologists and self-esteem experts, to help parents and carers discuss anti-ageing with girls and young women.
As an alternative to anti-aging products like retinol, the campaign suggests girls cover their faces in glitter, stickers and face paint.
Mindshare is handling media planning and buying for #TheFaceof10.
Dove has also set up free resources on its TikTok page for the campaign, offering guidance on how to talk to young people about anti-ageing pressures and beauty fears.
“Gen A Anti-Aging Talks” was created in collaboration with Dr. Philippa Diedrichs and dermatologist Dr. Marisa Garshick and is anchored on Dove’s TikTok channel for parents.
The senior copywriter on this piece was Anja Muller and the senior art director was Nick Shay.
The campaign also aims to expose the societal pressure on young women to adopt anti-ageing skincare habits, which Dove says “can reinforce early insecurities about the way young women look and have a negative impact on their self-esteem now and in the future.”
Dove, a personal care brand, partnered with Edelman DXI (Data x Intelligence) to conduct a survey of girls aged 10 to 17. It found that half believe they will become more concerned about their appearance as they get older. One in three girls expect to undergo cosmetic surgery to change their appearance as they get older. Firdaus El Khonsari, Global Vice President of Dove, said, “When did 10-year-old girls start worrying about wrinkles and aging? It’s time to highlight this absurdity and speak out to protect their self-esteem. At Dove, we believe a 10-year-old’s face should be a canvas for relaxation and fun, not anti-aging products.”
“We believe beauty should be a source of happiness, not anxiety. For 20 years, we have worked to boost the confidence and self-esteem of millions of girls. Today, our girls are taking on the fight against aging before they even begin to grow and they need us more than ever.”
Barrymore said: “There’s a huge skin care movement for all ages and some of the trendiest products have anti-ageing properties. Not only can they be damaging to young skin, but I feel the messaging should always be age sensitive and age appropriate. I’m so proud to partner with Dove to help raise awareness and self-esteem among girls.”
The campaign is part of Dove’s Self-Esteem Project, which aims to “support girls facing a self-esteem crisis and ensure the next generation grows up with a positive relationship with the way they look.”
Dove said the project has reached more than 100 million young people around the world since its launch in 2004, with a goal of reaching 250 million by 2030.
This article originally appeared on Campaign US.
