The trend of children as young as 10 requesting anti-ageing products from their parents has sparked concerns from Dove, who warns of potential harm to their delicate skin and the exacerbation of premature appearance anxiety. This phenomenon coincides with a disconcerting statistic revealing that nearly half of young girls aged 10-17 anticipate heightened concerns about their appearance as they mature. The proliferation of adult skincare content on social media platforms further amplifies this pressure, compelling youngsters to adopt unnecessary anti-ageing skincare routines prematurely. Firdaous El Honsali, Global Vice President at Dove, questions the startling shift in societal norms, asking, “When did 10-year-olds start fretting about wrinkles and ageing?” Emphasizing the urgency to address this issue and safeguard children’s self-esteem, Dove advocates for a reevaluation of societal expectations and the promotion of healthier attitudes towards ageing.

In furtherance of their campaign, Dove has collaborated with a cadre of creators and advocates for body confidence on TikTok. Employing innovative content showcasing adorned faces symbolizing #TheFaceofTen, the campaign underscores the idea that children’s visages ought to be adorned with glitter, stickers, and face paint, rather than subjected to retinol and unsuitable anti-ageing skincare treatments. By celebrating youthful exuberance and individuality, Dove aims to foster a positive self-image among youngsters and challenge prevailing beauty standards.