EXPOSING THE UNDERAGE PROBLEM OF ANTI-AGEING SKINCARE
CULTURAL TENSION
Despite platform age-gating, girls as young as 10 are being exposed to harmful social media content that pressures them to adopt anti-ageing skincare regimes. The ingredients in anti-aging products are damaging to young skin. And the adult influencer content was having a toxic effect on young girls’ self esteem. 
Alarmingly, Dove’s research revealed nearly 1 in 2 girls aged 10-17 were concerned about their appearance as they aged, and 1 in 3 expected to undergo cosmetic surgery in the future. Dove had to act.
THE IDEA
Dove sparked a global conversation by asking one simple question: When did 10 stop looking like 10? The campaign compared the previously goofy, carefree lives of girls aged 10, to today's 10-year old's, carrying out unnecessary and harmful anti-aging skincare routines. 10vs10 rolled out via social, digital video, influencer co-creation, and highly targeted digital OOH in shopping malls outside Sephora.
Every placement directed caregivers to free TikTok resources developed with leading dermatologists and academics. The resources unpacked the dangers of anti-aging products for young skin, empowering caregivers to initiate healthy, evidence-based conversations with their children.
Case study :
We partnered with real women and girls to reveal an unscripted look at 10 then and now in online and social films.
We took the trend off TikTok
and confronted parents
in targeted OOH near malls
and Sephora outlets.
Full page press ads brought the issue to light in newspapers and major print titles that parents and caregivers read.
Every piece of content drove to
free online resources (developed with leading dermatologists and academics) to help parents and caregivers initiate healthy conversations.
The campaign inspired
women to create content
around the issue across
TikTok and Instagram.
CULTURAL IMPACT
10 vs 10 sparked a global discussion around what anti-aging skincare content is doing to the health and wellbeing of young girls. Not only did the global media cover the campaign, women took to TikTok, Instagram, X, and even LinkedIn, to post about the issue, while others organically shared photos of their 10-year-old selves on Instagram along with comments about the problem.
Most importantly, parents and caregivers accessed free online resources developed with leading dermatologists and body care experts.
RESULTS
1.5m
Organic views in
the first 4 days
60,000+
views of the Anti-Ageing
Skincare Tik Tok
209%
Increase in online
conversation
99%
Positive sentiment
for parental resources