ANTI AGING FOR KIDS
Prevent premature aging before it’s too late.
Dove releases an empty jar of Anti-Aging for Kids, because it shouldn’t exist. We want to break unhealthy beauty standards in a disruptive way, and work as a conversation starter. Let’s give anti-aging a new meaning for future generations: Let kids be kids.
Dove wants to reinvent beauty for
the next 20 years.
Steer away from traditional paid media placements, and focus on creating an unexpected stunt that will drive talkability.
Gen Z’s obsession with youthful appearances has reached a younger audience, and kids as young as seven now use anti-aging skincare. This not only damages their skin, but also their self-esteem, perception of beauty, and pressures them to grow up too fast.
Kids’ obsession with anti-aging is aging them.
As a large part of the skincare industry, Dove has to take a stand.
TEAM: Elise Strandh, Julia Stigborg, Miranda Kyker, Sandra Alwan