Dove takes on anti-ageing in world #TheFaceof10 marketing campaign


Unilever’s Dove has teamed up with actress and presenter Drew Barrymore, together with creators, dermatologists and vanity specialists, to open the dialog about younger individuals’s pointless obsessions with anti-ageing merchandise and messages.

Dove’s TikTok web page offers steering for folks and carers about easy methods to broach these matters and easy methods to assist younger individuals keep away from the societal pressures that cause them to chase the fountain on youth through anti-ageing merchandise.


Once I was youthful, I used to actually categorical myself! I beloved glitter and I beloved stickers. I type of thought you would by no means put on sufficient glitter. I nonetheless type of really feel that approach. At this time, younger ladies are being uncovered to grownup focused anti-aging skincare content material which is making them need to use anti-aging merchandise! @Dove Magnificence & Private Care analysis reveals 1 in 4 really feel judged about how their pores and skin appears to be like. Let’s by no means concern getting older as a result of that could be a privilege. If we create highly effective and optimistic messaging, we get to be as playful as we would like and as empowered as we would like. I’m partnering with Dove to lift consciousness about this pointless magnificence pattern and assist shield the vanity of younger ladies. #TheFaceof10 #DoveSelfEsteemProject

? authentic sound – Drew Barrymore

Firdaous El Honsali, world vice-president at Dove, stated: “When did 10-year-olds begin worrying about wrinkles and getting older? It’s time to communicate as much as spotlight the absurdity and shield their vanity. Dove believes a 10-year outdated’s face ought to be a canvas for carefree enjoyable, not anti-ageing merchandise. For 20 years, now we have taken motion to construct confidence and vanity for tens of millions of ladies. At this time, our ladies are anti-ageing earlier than they’ve even began to develop up and wish us greater than ever.”

The brand new marketing campaign is a part of Dove’s Self Esteem mission, which the model says has reached greater than 100 million younger individuals globally because it was launched in 2004, and has a objective of reaching 250 million by 2030.

Ogilvy UK’s marketing campaign extends throughout social media within the UK, Europe and the US. Media is by Mindshare.

After 20 years, there’s a hazard that Dove’s pioneering work is turning into acquainted background noise. This marketing campaign isn’t a corker however the model continues to be doing good work.

MAA inventive scale: 5


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