Dove is highlighting the alarming impact of anti-ageing skincare trends on social media, with girls as young as ten being exposed to – and influenced by – adult skincare content.
Devised by creative agency Ogilvy, ’10 vs 10′ will be led by powerful out-of-home assets that juxtapose the young age of the girls with the elaborate, adult skincare routines they are engaging in.
This latest push supports the beauty brand’s ongoing #TheFaceof10 social and influencer-led campaign which illustrates how young girls’ faces should be covered in glitter rather than anti-ageing products such as retinol.
Running across both print and out-of-home, Dove’s key creative features images of carefree 10-year old girls enjoying their childhoods as they sing karaoke, pose in hats and ride on carousels, alongside images of them using adult skincare products.
“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 global VP, Firdaous El-Honsali said.
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“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.”
Each work features the copy: “Why did 10 stop looking like 10?” alongside a QR-code which links to free online resources to help parents and caregivers have important conversations with girls about inappropriate skincare.
With media planning and buying handled by Mindshare, the Dove campaign will be focused on shopping centre billboards and publications that have been tackling the topic of unrealistic beauty standards.
Ogilvy global ECD of Unilever and special projects, Daniel Fisher added: “10 vs 10 has an urgent message. The number of young girls using anti-ageing skincare products – which is driven by the harmful content they’re exposed to on social media – has become absurd and the long- term scarring this will have on their physical and mental health is frightening.
“Placing two images side-by-side serves as an emotional reminder of the freedom that young girls had to be themselves before social media and the content spread by it became the force it is today. 10 vs 10 can steer the right conversation by raising awareness or the growing problem and offering crucial resources.”
1 Comment. Leave new
Well done to Dove for highlighting this important issue. I hope this is the catalyst for other influential brands to follow