Dove says children — particularly girls as young as 10 — are increasingly purchasing and applying anti-ageing skincare products, caught in the grip of a disconcerting social media trend that is rapidly gaining international momentum. 

Since the start of 2024, numerous reports from the United Kingdom (UK), United States (USA), France and Brazil have highlighted this phenomenon, with instances of young South African social media users now engaging in this fad, according to Dove. 

The brand says the trend has triggered widespread concern among dermatologists, beauty experts and influencers around the world, who are raising the alarm about the potential adverse effects these products may have on delicate, young skin. Dove has responded to this critical issue with its '#TheFaceof10' campaign. 

"Dove has championed the idea that beauty should be a source of happiness, not anxiety, says Lerato Dumisa, Dove's masterbrand marketing manager. 

"It's alarming that children are now exposed to the same trends as adults. It's time to highlight the absurdity of young girls buying and using anti-ageing products before they've even begun to grow up and help parents and caregivers have healthy conversations with their kids about what 10 should look like," Dumisa says.

Dove's research reveals a concerning outlook on self-image among young girls:
  • over a quarter of girls aged 10-17 feel judged based on their skin appearance
  • nearly half expect to become more concerned about their looks as they age, and
  • one in three anticipate undergoing cosmetic or plastic surgery to alter their appearance.
These statistics underscore a growing issue of appearance-related anxiety, which can be perpetuated by premature engagement with anti-ageing content and products, says the brand. 

The '#TheFaceof10' campaign therefore celebrates the innocence of being 10, urging the community to safeguard young girls' self-esteem from the influence of anti-ageing skincare content, according to Dove. 

The brand says that Dove is collaborating with powerful TikTok personalities to create content that emphasises the joy of childhood, untouched by adult beauty concerns. These TikTok personalities include: 
  • academic experts
  • dermatologists
  • creators, and
  • body confidence advocates.
The campaign invites social media users to share photos or videos of themselves emulating a 10-year-old's face using playful decorations like face paint, glitter and stickers, instead of anti-ageing products.

"The premature exposure of young girls to adult skincare content is creating societal pressure for them to adopt unnecessary anti-aging skincare regimens before they’ve even grown up. If young girls feel pressure to apply these anti-ageing products as young as 10, what's next? We believe a 10-year-old's face should be a canvas for carefree fun, not anti-ageing products," says Dumisa. 

To support parents and caregivers in addressing this issue, Dove is launching 'The Gen A Anti-Ageing Talk,' a comprehensive guide featuring advice from leading experts, including Professor Phillippa Diedrichs, a renowned body image and mental health specialist, and Dr Marisa Garshick, a respected USA dermatologist.

This resource, available on Dove's TikTok channel, aims to equip adults with the tools they need to discuss beauty anxiety and anti-ageing skincare with young people constructively, according to the brand.

Dove says that it has always been at the forefront of promoting real beauty and self-confidence among the youth. For example, The Dove Self-Esteem Project was founded in 2004 — and has since become the world's largest provider of youth self-esteem and body confidence education — to help the next generation of women grow up feeling happy and confident about the way they look.

The initiative has reached millions of young people across the globe, teaching them to embrace their natural beauty and to view themselves positively, says Dove. 

The brand concludes that with the launch of '#TheFaceof10', Dove continues its commitment to empowering the next generation to grow up feeling happy and confident in their own skin.

For more information, visit www.dove.com. You can also follow Dove on Facebook, X or on Instagram. 

*Image courtesy of contributor