Dove joins call to protect tweens from adult skin care concerns

Dove joins call to protect tweens from adult skin care concerns

THE WHAT? Dove has joined the call to protect tweens from premature appearance anxiety, caused by exposure to adult skin care content on social media, harming their self-esteem.  The brand has teamed up with Dr Phillippa Diedrichs and Dr Marisa Garshick to create The Gen A Anti-Ageing Talk, a free resource on how to talk to young people about anti-ageing.

THE DETAILS Dove, together with powerful TikTok voices, aims to highlight the absurdity of the issue and raise awareness through thumb-stopping creative content featuring impactful, decorated faces representing #TheFaceofTen and what it should be covered with – more glitter, stickers, and face paint – not retinol and inappropriate anti-ageing skin care ingredients and products. 

THE WHY? Firdaous El Honsali, Global Vice President, Dove, explains, “When did 10-year-olds start worrying about wrinkles and getting older? It is time to speak up to highlight the absurdity and protect their self-esteem. At Dove, we believe beauty should be a source of happiness, not anxiety. For two decades, we have taken action to build confidence and self-esteem for millions of girls. Today, our girls are anti-ageing before they’ve even started to grow up and need us more than ever.”