DOVE 10 x 10

When an alarming new trend emerged that encouraged girls as young as 10 to adopt the anti-aging skincare and beauty routines of adult influencers,
Dove needed to act.

We sparked a national conversation with one simple question: when did 10 stop looking like 10? 

Our campaign painted a picture of two very different worlds, separated by less than a generation. We see real girls from the past being 10; goofing around, playing, hanging with friends. This is then contrasted with the unnerving world of today’s skincare-obsessed 10-year-olds. The audience is then left to ponder: when did 10 stop looking like 10?

They are then given the tools and information to act and help their children via scannable QR codes, or direct in-video links. The social campaign was supported by editorial and OOH which sparked a national discussion about the issue.