Dove's TikTok Campaign Against Premature Anti-Ageing Pressure on Kids

Dove has launched an inspiring TikTok campaign to address the concerning trend of children as young as 10 seeking anti-ageing products. Not only does this raise concerns about potential harm to their delicate skin, but it also contributes to premature appearance anxiety.

With almost half of young girls aged 10-17 expressing worries about their future appearance, Dove recognizes the urgency to counteract the influence of adult skincare content on social media. The pressure for unnecessary anti-ageing regimens on children is on the rise, prompting Dove to take action.

Firdaous El Honsali, Global Vice President at Dove, questions when 10-year-olds started fretting about wrinkles and aging. Dove believes that beauty should bring joy, not stress. With two decades of empowering millions of girls, Dove is determined to protect the self-esteem of these youngsters who are grappling with anti-ageing concerns prematurely.

To tackle this issue, Dove has crafted a valuable resource in collaboration with research psychologist Dr. Phillippa Diedrichs and dermatologist Dr. Marisa Garshick. The 'Gen A Anti-Ageing Talk' aims to guide parents on discussing anti-ageing and beauty anxiety with their children. The message is clear – a 10-year-old's face should be a canvas for carefree fun, not a battleground for anti-ageing products.

Dove is actively engaging with creators and body confidence advocates on TikTok to amplify the campaign. Through creative content showcasing #TheFaceofTen, Dove emphasizes that children's faces should be adorned with glitter, stickers, and face paint, rather than inappropriate anti-ageing skincare. Join the movement, let's ensure our kids embrace the joy of childhood, free from unnecessary beauty pressures. #GenAAntiAgeingTalk

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