Young children, aged between 3 and 12 years old, predominantly girls, have adopted adult skincare routines. These routines are inspired by what they see on social media, incorporating peptides, retinol, collagen, and more. They are sadly known for raiding major cosmetics retailers to buy products at exorbitant prices. Beyond the uselessness of such a beauty routine at this age, this practice poses a real threat to their skin health.

Kiehl’s wants to remind parents that kids should be kids. Marcel Paris and Kiehl’s are sending a reminder to everyone of what a child’s routine should truly entail. Using four visuals, the campaign urges people not to let children miss out on the beautiful and innocent moments of childhood. It targets not only parents but the whole of society, which must mobilise to ensure that children do not grow up too fast and, above all, stay healthy.

The campaign began as a post on Kiehl’s social media platforms. It gained traction quickly and was shared widely, not only in the US but also across the globe, from Mexico to Italy to Vietnam. Kiehl’s supported its message with an OOH, a DOOH and a print campaign (including The New- York Times). In addition, Kiehl’s used LED trucks for passing by schools and famous beauty retailers to catch the attention of the ones concerned.

This campaign has received with many positive responses from the public as well as a welcome from experts, including pediatricians and dermatologists.

And it’s not a single brand engagement. Putting kids before sales is now officially a commitment of the entire company, L’Oréal. The beauty group that owns Kiehl’s has pledged not to intentionally market its products to kids under 16 years old unless they meet a very specific need like eczema or acne. Additionally, L’Oréal will not partner with influencers under the legal age to sign a contract.