The latest self-esteem project from Dove aims to address young girls exposed to anti-aging products. Dove has partnered with Dr Phillippa Diedrichs, a research psychologist at the Center of Appearance Research at the University of West England, and certified dermatologist Dr Marisa Garshich to create ‘The Gen A Anti-Ageing Talk.’ This is a free resource on how to address anti-aging and beauty anxiety among young people.
 
Adult skincare content and anti-aging skincare regiments are widely seen on social media, creating what Dove calls a ‘societal pressure’ among young girls.
 
“If young girls feel pressure to use skincare products containing highly active anti-ageing ingredients, it could be damaging to their body confidence and self-esteem in the long term, not to mention their skin health,” Dr Diedrichs explained.
 
Dove research shows that nearly 1 in 2 girls aged 10-17 expect to worry more about their appearance and 1 in 3 young girls expect to have plastic surgery or other cosmetic work to alter their appearance as they age. 
 
According to Dove, without guidance on what is age-appropriate for young skin, girls will misuse adult-targeted anti-aging products before it is necessary. 
 
“Today, girls are exposed to adult skincare content online and pressures to look a certain way at a very young age, to the extent that they’re adding products designed for adults to their wish lists and skincare regimens, without understanding the possible consequences for their physical and mental health. All of this contributes to a toxic culture of unrealistic beauty standards and pressures,” added Dr Diedrichs.
 
‘The Gen A Anti-Ageing Talk’ will be pinned and promoted on Dove’s TikTok for parents and caregivers. Dove also recruited TikTok creators to raise awareness with content that represents their version of #TheFaceof10 – covered in glitter, face paint and stickers. 
 
“At Dove, we believe beauty should be a source of happiness, not anxiety,” said Dove’s global VP, Firdaous El Honsali. “For two decades, we have taken action to build confidence and self-esteem for millions of girls. Today, our girls are anti-ageing before they’ve even started to grow up and need us more than ever.”
 

@dove Girls as young as 10 are being influenced by skin care content.  Together we can protect #TheFaceOf10 ♬ original sound – Dove Beauty & Personal Care

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