Dove Addresses Gen Alpha’s Anti-Ageing Skincare Obsession

As the average teen spending on beauty in the US grew by 23% year-on-year in autumn 2023, and Gen Alphas have an additional $300bn in spending power globally through parental influence, safely guiding this vast spending potential is crucial.     

The proliferation of dermatologists and skincare experts on TikTok, alongside appealing, colourful packaging and playful messaging, has given rise to a new generation of savvy beauty shoppers. Overexposed TikTok content about prestige anti-ageing skincare (by the likes of US-based Drunk Elephant) and highly functional ingredients is embraced by young consumers who feel obliged to adopt unnecessary regimens typically marketed towards older demographics. These products are not only harming youngsters’ sensitive skin but also promoting premature appearance anxiety.   

Recognising the need to better guide Gen Alphas, Dove’s new #TheFaceOf10 campaign includes a free resource containing expert advice for parents, explaining the difference between young people’s skincare needs and the effects of harsher anti-ageing products, like retinol. Created in partnership with research psychologist Phillippa Diedrichs and dermatologist Marisa Garshick, the campaign also features social media influencers and body-confidence advocates decorating their faces with stickers and face paint – rather than anti-ageing products – to highlight how a 10-year-old’s face should be a canvas for carefree fun, in a bid to better support young consumers’ self-esteem.

“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,” explains Diedrichs. “All of this contributes to a toxic culture of unrealistic beauty standards and pressures.”