Ogilvy UK: Dove’s #TheFaceof10 protects young girls from adult skincare content

Dove’s new work, #TheFaceof10, is not a typical Dove production. There is no highly emotional, cinematic video. Ogilvy UK’s simpler campaign is singularly appropriate for its subject – the issue of young girls being exposed to adult anti-ageing skincare content and the idea that their beauty needs nothing more than simple adornments, like glitter, stickers and face paint.

The campaign, that is part of Dove’s Self Esteem project, was launched by Drew Barrymore on TikTok, and created with creators, dermatologists and self-esteem experts to help parents and caregivers navigate conversations about anti-ageing with girls and young women.

@drewbarrymore
When I was younger, I used to really express myself! I loved glitter and I loved stickers. I kind of thought you could never wear enough glitter. I still kind of feel that way. Today, young girls are being exposed to adult targeted anti-aging skincare content which is making them want to use anti-aging products! @Dove Beauty & Personal Care research shows 1 in 4 feel judged about how their skin looks. Let’s never fear getting older because that is a privilege. If we create powerful and positive messaging, we get to be as playful as we want and as empowered as we want. I’m partnering with Dove to raise awareness about this unnecessary beauty trend and help protect the self-esteem of young girls. #TheFaceof10 #DoveSelfEsteemProject
♬ original sound – Drew Barrymore

The full campaign covers digital out-of-home across the UK, Europe and in the US, including at entertainment district, Outernet London and paid social media content and creator content on TikTok. Dove has also set up a free resource on its TikTok page for the campaign, which offers guidance on how to talk to young people about anti-ageing pressures and beauty anxiety. Gen A Anti-Aging Talk was created in partnership with Professor Phillippa Diedrichs and dermatologist, Dr Marisa Garshick, and is pinned to Dove’s TikTok channel for parents and guardians.

Diedrichs commented, “If young girls feel pressure to use skincare products containing highly active anti-aging 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 wish lists 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.”