Johannesburg, 29 February 2024 – Children, particularly girls as young as ten, 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 year began, numerous reports from the UK, US, France, and Brazil have highlighted this phenomenon, with instances of young South African social media users now engaging in this fad. 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.

Steadfast in its commitment to promoting real beauty and self-esteem, Dove has responded to this critical issue with the launch of its “#TheFaceof10” campaign. The campaign is designed to cast a spotlight on the absurdity of young girls being pushed towards anti-ageing products and empower parents and caregivers to lead positive conversations about beauty, confidence, and self-esteem with their children.

“Dove has championed the idea that beauty should be a source of happiness, not anxiety. 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,” said Lerato Dumisa, Dove Masterbrand Marketing Manager.

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’s 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.

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. Dove is collaborating with powerful TikTok personalities, including academic experts, dermatologists, creators, and body confidence advocates, to create content that emphasizes the joy of childhood untouched by adult beauty concerns. 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-ageing 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,” said 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 U.S. 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.

Dove 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.

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.