Dove has partnered with Drew Barrymore as part of its new #TheFaceof10 campaign to tackle the problem of girls being exposed to adult skincare content.
Running across the UK, Europe and the UK on TikTok and DOOH, including at the Outernet on Tottenham Court Road, the global campaign will see the Hollywood actress team up with content creators and dermatologists to help parents and caregivers navigate anti-ageing conversations with young girls.
Spearheaded by Dove’s long-term creative agency Ogilvy, the exposure highlights how content can create societal pressure for girls to adopt unnecessary skincare products due to societal pressure.
Indeed, nearly one in two girls aged between 10 and 17 expect to worry about their appearance as they age, and one in three are expected to have cosmetic surgery to alter their appearance as they age.
Commenting on the campaign, Barrymore said: “I’ve spent almost my whole life in a make-up chair, and as a young girl, I loved to play and express myself with things like glitter and stickers – and I would wear make-up for expressing myself.”
“However now there is a huge skincare movement directed at all ages, and some of the products on trend happen to be anti-ageing. 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 with Dove to help boost young girl’s awareness and self-esteem”.
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It chimes with Doves’ recent messaging at this year’s Super Bowl, at which it launched an advert for the first time in eighteen years – once again centred on the message of girl’s self-esteem, as it had been back in 2006.
Dove global vice president Firdaous El Honsali 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.”
“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.”
Body image expert Professor Phillips Diedrich added: “If young girls feel pressure to use skincare products containing highly active anti-ageing ingredients, it could be damaging to their body confidence and self-esteem in the long term, not to mention their skin health.”
“Today, girls are exposed to adult skincare content online and pressures to look a certain way at a very young age, to the extent that they’re adding products designed for adults to their wishlists and skincare regimens, without understanding the possible consequences for their physical and mental health. All of this contributes to a toxic culture of unrealistic beauty standards and pressures.”
