The Dove campaign, led by Ogilvy UK, has teamed up with Drew Barrymore, creators, dermatologists, and self-esteem experts to assist parents and caregivers in navigating conversations about anti-aging skincare with young girls.
In today’s society, young girls are increasingly exposed to adult skincare content, leading to societal pressure for them to adopt unnecessary anti-aging skincare routines at a very young age.
This trend can instill premature appearance anxiety in young girls, impacting their self-esteem both now and in the future. Research shows that nearly half of young girls aged 10-17 expect to worry more about their appearance as they age, and one-third anticipate undergoing cosmetic procedures to alter their appearance.
Dove, in collaboration with influential voices on TikTok such as academic experts, dermatologists, creators, and body confidence advocates, including Drew Barrymore, aims to raise awareness about this issue. Through creative content featuring decorated faces portraying #TheFaceofTen, Dove emphasizes that young girls’ faces should be adorned with glitter, stickers, and face paint—not with retinol and other anti-aging skincare products.
Barrymore, speaking as a mother of two young girls, emphasizes the importance of age-appropriate skincare and expressing oneself through play rather than conforming to adult beauty standards. She expresses pride in partnering with Dove to boost girls’ awareness and self-esteem.
While young girls may be intrigued by the anti-aging skincare trends they see online, Dove stresses the importance of guiding them towards age-appropriate skincare practices. The company believes that a 10-year-old’s face should be a canvas for carefree fun, not for anti-aging products.
To support parents in addressing these crucial conversations with their children, Dove has collaborated with experts to create ‘The Gen A Anti-Aging Talk,’ a free resource available on the Dove TikTok page. This resource offers guidance on discussing anti-aging pressures and beauty anxiety with young people.
Firdaous El Honsali, Global Vice President at Dove, highlights the need to challenge the absurdity of young children worrying about wrinkles and aging. Dove believes that beauty should bring happiness, not anxiety, and remains committed to building confidence and self-esteem for young girls.
‘The Gen A Anti-Aging Talk’ is available on Dove’s TikTok channel, serving as a valuable resource for parents and caregivers alike.
