Dove has launched a global campaign designed to address the issue of young girls being exposed to adult skincare content.

The global campaign, #TheFaceof10, has been created by Ogilvy UK.

It includes digital out-of-home work that will be displayed across the UK, Europe and in the US, including at entertainment district Outernet London. This accompanies paid social media content and creator content on TikTok across the UK, Europe and in the US.

The Unilever-owned FMCG brand has also linked up with actress and presenter Drew Barrymore, along with creators, dermatologists and self-esteem experts to help parents and caregivers navigate conversations about anti-aging with girls and young women.


When I was younger, I used to really express myself! I loved glitter and I loved stickers. I kind of thought you could never wear enough glitter. I still kind of feel that way. Today, young girls are being exposed to adult targeted anti-aging skincare content which is making them want to use anti-aging products! @Dove Beauty & Personal Care research shows 1 in 4 feel judged about how their skin looks. Let’s never fear getting older because that is a privilege. If we create powerful and positive messaging, we get to be as playful as we want and as empowered as we want. I’m partnering with Dove to raise awareness about this unnecessary beauty trend and help protect the self-esteem of young girls. #TheFaceof10 #DoveSelfEsteemProject

♬ original sound – Drew Barrymore

The campaign suggests how girls’ faces could be covered with glitter, stickers and face paint instead of anti-aging products like retinol.

Mindshare is handling media planning and buying for #TheFaceof10.

Dove has also set up a free resource on its TikTok page for the campaign, which offers guidance on how to talk to young people about anti-aging pressures and beauty anxiety.

“Gen A anti-aging talk” was created in partnership with Dr Phillippa Diedrichs and dermatologist Dr Marisa Garshick and is pinned to Dove’s TikTok channel for parents and guardians.

Senior copywriter for the work was Anja Muller and the senior art director was Nick Shay.

The campaign also aims to expose the societal pressure for young girls to adopt anti-aging skincare routines. Dove said doing so can “foster premature appearance anxiety in young girls, which can negatively impact their self-esteem now and in the future”.

The personal care brand teamed up with Edelman DXI (Data x Intelligence) to survey girls aged 10 to 17, and found half of them expect to worry more about their appearance as they age. One in three girls expected to have cosmetic work or plastic surgery to alter their appearance as they age.Firdaous El Honsali, global vice-president at Dove, said: “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. Dove believes a 10-year old’s face should be a canvas for carefree fun, not anti-aging products.

“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-aging before they’ve even started to grow up and need us more than ever.”

Barrymore said: “There is a huge skincare movement directed at all ages, and some of the products on trend happen to be anti-aging. Not only can that be damaging to young skin, I feel like the message should always be pro age, and age appropriate. I’m so proud to be partnering Dove to help boost girls’ awareness and self-esteem.”

The campaign comes as part of Dove’s Self Esteem Project, which aims to support girls “wherever their self-esteem is at stake and ensure the next generation grows up enjoying a positive relationship with how they look”.

Dove said the project has reached more than 100 million young people globally since it was launched in 2004, and has a goal of reaching 250 million by 2030.

This article originally appeared on Campaign US.