In response to growing concerns about tweens facing premature appearance anxiety due to exposure to adult skincare content on social media, Dove has joined the advocacy to safeguard the self-esteem of young individuals. Collaborating with experts Dr. Phillippa Diedrichs and Dr. Marisa Garshick, Dove has introduced “The Gen A Anti-Ageing Talk,” a free resource designed to guide conversations about anti-ageing with young people.
Recognizing the severity of the issue, Dove, in partnership with influential voices on TikTok, is leveraging its platform to shed light on the absurdity of the situation. The campaign aims to generate awareness through captivating content, featuring striking and adorned faces representing #TheFaceofTen. The visuals emphasize that the focus for these young minds should be on more glitter, stickers, and face paint—not on retinol and inappropriate anti-ageing skincare ingredients and products.
Firdaous El Honsali, Global Vice President at Dove, expressed concern about the troubling trend, stating, “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.” El Honsali emphasized Dove’s commitment to promoting beauty as a source of happiness rather than anxiety. Over the past two decades, Dove has actively taken measures to boost confidence and self-esteem among millions of girls, recognizing the evolving challenges they face.
El Honsali further noted, “Today, our girls are anti-ageing before they’ve even started to grow up and need us more than ever.” The collaboration with renowned experts and the innovative TikTok campaign underscore Dove’s dedication to addressing this pressing issue and fostering a positive mindset surrounding beauty for the younger generation.
As the beauty industry grapples with the implications of social media on self-perception, Dove’s initiative stands out as a noteworthy step toward initiating crucial conversations and challenging societal norms that contribute to premature appearance anxiety among tweens.
