Dove - 10 vs 10
Confronting how anti-ageing is affecting today’s girls
In 2024, 10 year olds were taking over Sephora, ransacking stores for popular anti-ageing products. Crazy.
Kids have started adopting unhealthy skincare routines, driven largely by the rapid increasing of anti-ageing content on their social media feeds. This trend can damage both their skin and their self-esteem. Research by Dove revealed that 1 in 2 girls aged 10-17 now expects to become more concerned about their appearance as they age.
In response to this troubling trend, Dove launched the "10 vs 10" campaign to create awareness and provide guidance to parents and guardians on how to address this issue.
Real girls highlighting a real problem
Our campaign contrasted two worlds:
one full of carefree fun, one full of angst and self-awareness. To do this, we sourced archival footage of 10 year olds of years gone by and paired it with self-filmed videos and photos captured by real 10 year old girls who’d been exposed to anti-aging content. None of it scripted or coached. All of a reflection of just how much they’d already absorbed.
Our ads ran online, in national print, and in out of home, confronting passersby with the unconfortable reality young girls are facing.
All content drove to educational videos, developed in partnership with leading dermatologists and psychologist, designed to help parents initiate healthy conversations with their kids.
Raising awareness and driving action
Creating a conversation in the UK and beyond
10 vs 10 had a global impact, as conversation took to social media and spread far beyond the UK. Soon, other skincare brands like Kiehls were launching campaigns addressing the exact same issue, sparking further discussions worldwide.
The campaign was also recognised at some of the world’s leading awards shows, with awards and recognition from Cannes Lions, the One Show, LIAs, AWARD, and the Drum.
