In a world where tweens are flocking to Sephora and creating “Get Ready With Me” TikTok videos, Dove has decided to take a stand with their latest ad campaign.
The personal care brand is urging parents to skip the trip to the beauty store and instead, let their kids be kids.
Dove Ad Campaign Highlights the Pressure on Young Girls
The new Dove ad campaign, titled #TheFaceof10, shines a light on the growing trend of 10-year-old girls worrying about wrinkles and aging.
The ad juxtaposes footage of young girls playing, dancing, and being goofy with mock videos of them applying face creams, serums, and cleansers.
The stark contrast drives home the message that kids this age should be enjoying their childhood, not stressing about their skin.
Because 10 Should Look Like 10, Not 30
Source: Ogilvy
In a world where social media feeds are filled with more anti-ageing content than cat videos, Dove UK is taking a stand with their latest YouTube video.
The brand poses a thought-provoking question: “When did 10 stop looking like 10?” It seems that nowadays, tweens are more concerned about fine lines than finishing their homework.
The video sheds light on the disturbing trend of young girls, some barely out of their single digits, diving headfirst into the world of anti-ageing skincare routines. Thanks to the constant barrage of wrinkle-fighting content on their feeds, these girls are swapping their bubble gum-flavoured lip balms for retinol serums faster than you can say “TikTok made me do it.”
But it’s not just their skin that’s feeling the pressure — their self-esteem is taking a hit, too. Dove’s research reveals that a staggering one in two girls aged 10-17 now anticipates becoming more anxious about their appearance as they age.
Talk about a buzzkill for those carefree tween years!
That’s why Dove is rallying parents and caregivers to join forces and protect the #TheFaceOf10. It’s time to remind our girls that at ten, they should be worrying about which flavour of ice cream to choose. Not which eye cream will banish those nonexistent crow’s feet.
Dove Ad Campaign Aims to Protect Self-Esteem
Firdaous El Honsali, Global Vice President at Dove, emphasizes the importance of the campaign, stating, “When did 10-year-olds start worrying about wrinkles and getting older? It is time to highlight the absurdity and protect their self-esteem.”
Dove has been working for two decades to build confidence and self-esteem in millions of girls, and this latest initiative is a continuation of that mission.
Dove Ad Campaign Offers Resources for Parents
Source: Ogilvy
As part of the #TheFaceof10 campaign, Dove has created a free resource called the ‘Gen A Anti-Ageing Talk’ to help parents navigate conversations about anti-ageing and beauty anxiety with their children.
Developed in collaboration with research psychologist Dr. Phillippa Diedrichs and dermatologist Dr. Marisa Garshick, this resource supports the idea that a 10-year-old’s face should be a canvas for fun, not anti-ageing products.
Let Kids Be Kids, Not Mini Skincare Gurus
Source: The Sydney Morning Herald
Look, we get it. Tweens are eager to dip their toes into the grown-up world, and experimenting with beauty products seems like a glamorous place to start.
But as parents, it’s our job to steer them away from the anti-ageing aisle and towards the things that really matter at this age — like perfecting their slime-making skills or mastering the latest dance craze.
The Dove ad campaign is a much-needed wake-up call for all of us. It’s a reminder that beauty should be about feeling good, not stressing over imaginary imperfections.
When your tween comes to you with a Sephora wishlist longer than Santa’s beard, take a deep breath and suggest a fun alternative. Maybe a trip to the park, a baking adventure, or a silly face-making contest — anything that celebrates the joy of being young and carefree.
Our kids have a lifetime ahead of them to worry about wrinkles, fine lines, and all that jazz. Right now, they should be focusing on the things that make them smile, laugh, and feel like the awesome little humans they are.
Today, join Dove in protecting #TheFaceOf10 and give our tweens the freedom to be kids while they still can.
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