#Faceof10

Client: Dove

At the start of 2024, an unsettling phenomenon came to light on TikTok as patrons and workers of the popular cosmetics store Sephora noted that there was a startling increase in children and tweens present in the store, with girls as young as 10 years old buying anti-aging products.

Dubbed the ‘Sephora Kids’, the content went viral with vast amounts of noise surrounding this social commentary. Dove, a brand with a two-decade legacy of championing real beauty and building confidence, felt a deep responsibility to challenge this harmful trend and empower both girls and the adults in their lives. #TheFaceOf10 wasn't just a campaign; it was a strategic incursion into digital spaces where audiences come to consume content in a sound-on, full-screen environment, making them more leaned in and engaged. To complement this, Dove harnessed authentic voices in the form of creators to spread a powerful message: a 10-year-old's face is no place for anti-ageing products. The campaign was designed to have a positive impact by taking a moment in culture and moving away from harmful narratives to instead celebrate real beauty. It had a scalable impact from a wide-reaching activation on TikTok designed to play into Dove’s ongoing efforts to empower women to feel beautiful as their own authentic selves. It had an emotional impact as it provided resources needed for parents to support their children, and a long-term impact, designed to advocate for a mindset change to avoid long-lasting effects on mental health and wellbeing.