Dove Launches #TheFaceOf10 Campaign

When picturing a pre-teen girl’s birthday list, one would normally picture dolls, toys and games, not an anti-aging serum. Unfortunately this is no longer the case, largely to due to the rise of the TikTok skincare influencers and their ‘get ready with me’ videos that have skyrocketed in popularity in the past year.

Increasingly, girls as young as 8 or 9 are developing detailed, expensive and possibly harmful skincare routines. This was especially noticeable during the past Christmas season, with ‘Gen Alpha‘ children (born between 2010 and 2024) significantly boosting the sales of top skincare brands.


[Image Creds: CNN ]

Dove recently conducted surveys which led to the findings that 1 in 2 young girls  (10 to 17 years) are anxious about what they’ll look like as they age and that 1 in 3 young girls would like to have some form of surgery or cosmetic work done when they’re older. Kids are now worrying about ageing before they have even had a chance to grow up. 

In response to these disturbing findings, Dove has initiated its #TheFaceof10 campaign and shared the free “The Gen A Anti-ageing talk” resource on its TikTok page. This resource offers guidance from body image experts and certified dermatologists on safeguarding young girls’ self-esteem in this complicated social media era. The concept is simple: a 10-year-old’s face should be covered with glitter, stickers and a smile, not exposed to intense anti-ageing ingredients like retinol. 

[Image Creds: Dove]

From debunking the difference between skincare and harsher anti-ageing products to avoiding the harmful comparison trap, check out the rest of Dove’s #TheFaceof10 campaign here.


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