by By Tomi Ross
In today’s world, people of all ages are chronically online, captivated by the endless stream of content. Social media platforms such as TikTok, Instagram, and YouTube have flooded users’ feeds with curated content. This curation can be seen as both positive and negative. Users see content they enjoy, but they also become increasingly jaded. For young ages, this is extremely harmful. Young girls are overwhelmed with filtered content and images that portray perfect skin and bodies. This constant exposure has created a sort of pressure to achieve unattainable beauty ideals that are perpetuated by content creators and celebrities. For many- especially preteens and teenagers- these standards and pressures can lead to unrealistic expectations and increased insecurities as they strive to emulate the idealized images pushed by adult content creators, even though this content is intended for older demographics.
In the past year, TikTok has seen the rise of a trend called “Sephora Kids.” Sephora Kids refers to the phenomenon where young individuals, specifically girls in their preteens, engage with skincare, makeup, and beauty trends intended for adults. Content creators on TikTok share their extensive and expensive beauty routines that include serums, moisturizers, and retinoids that include anti-aging properties. Young girls are enticed by these routines and feel the need/ pressure to have the same. Preteens head to Sephora and purchase products that are suited for anti-aging skin types. This trend has become controversial and worrisome to many because anti-aging products have proven to be far too harsh on young, supple, and sensitive skin.
The overall fascination with adult skincare stems from societal and beauty pressures. Social media pushes influence and the desire to be perfect. This trend has truly started the discussion around age-appropriate beauty products, the pressure for flawless skin, and the overwhelming want to fit in.
As a way to combat this phenomenon, Dove introduced the “Face of 10” campaign. The “Face of 10” campaign is an initiative to highlight and expose the harmful impacts of social pressures and more importantly the marketing of anti-aging products to young audiences. This campaign focuses on the age of ten because it’s a critical age when young girls have increased feelings of comparison and insecurity. Dove harps on the idea that this change in both marketing and feelings can have lasting effects on self-esteem.
Certified dermatologists and medical professionals partnered with Dove to explain the harmful impacts of anti-aging products on developing skin. The campaign’s overarching message asks the important question, when did young girls stop acting their age and embracing childhood?
The Face of 10 campaign stands as an important pillar of Dove’s mission to promote true unfiltered beauty while challenging societal pressures and their effect on young and impressionable audiences.
As a way to spread the campaign and increase visibility, they partnered with celebrities and content creators. The most significant partnership was with Drew Barrymore.
In Drew Barrymore’s partnership with Dove, she created an almost two-minute-long TikTok video, which has accumulated 5.4 million views. In this video, she applies gemstones, stickers, and glitter to her face to promote youth and the ability to be creative. Barrymore pushes the message that aging is a beautiful gift and young girls should not fear it. She goes on to state, “What is it that feels appropriate? Glitter? Sparkles? You are already beautiful, let’s be playful. Let’s never fear getting older, because that is a privilege… young girls have so much road ahead of them and they don’t need any anti-aging.”
Overall, I think Dove’s campaign did a great job addressing the issue at hand and filling the gap in the message in today’s society. The increased use of social media platforms is only becoming more harmful to the younger generations. These individuals are easily influenced by everything they see on social media. Dove showed the importance of young girls acting their age and not rushing the aging process. Dove highlighted the dangers of anti-aging skincare while also offering alternatives, which I think are beneficial. Dove still encourages girls to explore beauty and skincare but in a healthy way.
I think the topic and message of this blog is so important, and that’s why I loved reading your blog. I applaud Dove for this campaign because not only are they sending the right message to little girls all over the world they are also supporting the message of this brand by collaborating with the right type of influencers who support the same message. Drew Barrymore was a great choice for this campaign and she has been a great role model for young girls everywhere.
Hi Tomi,
I love that you focused your blog around Dove because I think that their campaigns are so genuine which is hard to say about a big corporation. I’ve been so engrossed (disgusted even) by these “gen alpha” influencers that have been gaining a lot of traction and commentary. Dove sweeping in on this is, honestly, genius, and also very much needed, and a lot of companies should take notes.
Hi Tomi. I really enjoyed reading your post about Dove’s “Face of 10” Campaign. Dove has always been known for it’s ads and campaigns combating negative self-esteem issues, especially in young girls- I’m thinking about the ‘run like a girl’ commercial a few years ago. I love that Dove has gone beyond simply focusing on it’s products but also focuses on spreading positive meassging and addressing societal issues. This campaign doesn’t just sell a product- it strengths the Dove brand as one that values empowerment.