Anti-aging skin care products abound. Ironically, sales are being rung up by the least likely target: girls 10-17.

An online survey found nearly one in four girls feels judged on how their skin looks. Dove is trying to combat such anxiety via education. Joining forces with actress Drew Barrymore, a mother of two daughters, Dove launched a social media campaign: #TheFaceof10.

The goal is to protect young girls’ self-esteem from beauty pressures.

Dove worked with Ogilvy on the campaign, which ran in digital in several markets, including the U.K., France and Italy.

"There is a huge skincare movement directed at all ages, and some of the products on trend happen to be anti-aging. Not only can that be damaging to young skin, the message should always be pro age and age-appropriate," says Barrymore, who took the campaign to Instagram.

The Unilever-owned marketer, alongside Dr. Phillippa Diedrichs, a body-image expert, and Dr. Marisa Garshick, a dermatologist, createdThe Gen A Anti-Aging Talk’a free resource on the Dove TikTok page. It offers ways to talk to girls in the Gen Alpha and Gen Z range about beauty anxiety.  

Deidrichs, a clinical psychologist and UWE Bristol professor, said: "Adding products designed for adults to [young girls] wish lists and skincare regimens, without understanding the possible consequences for their physical and mental health, contributes to a toxic culture of unrealistic beauty standards and pressures.”

Dove hopes the campaign will remind young girls that true beauty lies in confidence and self-acceptance.