Dove's #TheFaceof10 Addresses Unsafe Gen Alpha Skincare
Laura McQuarrie — March 12, 2024 — Fashion
#TheFaceof10 is a new global campaign from Dove that addresses the fact that young girls are being exposed to anti-aging content, and influenced to buy products that are not useful for safe for their young skin. Campaign imagery features kids playing with glitter, stickers and paint, rather than potent anti-aging actives.
This campaign from Dove comes at a time when there's an influx of children frequenting beauty retailers intended for adults and purchasing expensive products with actives unsuitable for young skin. Created to address the issue of young girls being exposed to adult skincare content, #TheFaceof10 empowers parents and young consumers with the knowledge needed to make informed choices and protect young skin from potential harm.
Additionally, Dove set up a free resource on TikTok, The Gen A Anti-Aging Talk, that shares guidance on how to start conversations with youth about the pressures of anti-aging and beauty.
This campaign from Dove comes at a time when there's an influx of children frequenting beauty retailers intended for adults and purchasing expensive products with actives unsuitable for young skin. Created to address the issue of young girls being exposed to adult skincare content, #TheFaceof10 empowers parents and young consumers with the knowledge needed to make informed choices and protect young skin from potential harm.
Additionally, Dove set up a free resource on TikTok, The Gen A Anti-Aging Talk, that shares guidance on how to start conversations with youth about the pressures of anti-aging and beauty.
Trend Themes
1. Gen Alpha Skincare Awareness - Dove's #TheFaceof10 campaign sheds light on the unsafe exposure of young girls to adult skincare content and products, promoting awareness for safe and age-appropriate skincare among Generation Alpha.
2. Parental Empowerment in Beauty Choices - Through The Gen A Anti-Aging Talk on TikTok, Dove empowers parents to have meaningful conversations with youth about the risks associated with using adult skincare products, fostering informed decision-making in beauty choices.
3. Alternative Beauty Imagery for Kids - By featuring kids engaging in creative activities like playing with glitter and stickers instead of emphasizing anti-aging actives, Dove's #TheFaceof10 introduces a new perspective on beauty norms for a younger audience.
Industry Implications
1. Skincare - The skincare industry has an opportunity to develop age-appropriate products and campaigns that cater to the unique needs of young consumers, prioritizing safety and education in skincare routines.
2. Beauty Retail - Beauty retail businesses can explore creating dedicated spaces or sections that specifically offer safe and fun skincare products tailored for children, promoting a positive and responsible shopping experience for families.
3. Social Media Marketing - The social media marketing industry can capitalize on the trend of promoting conversations surrounding age-appropriate skincare and beauty standards, fostering a more inclusive and educational online environment for youth and parents.
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