Last week, body and hair care brand Dove unveiled a new billboard as part of its Self Esteem Project, to help illustrate the harm of cosmetic injectables for teens.
Located in Square One Shopping Centre in Mississauga, Ont., the installation comprised of thousands of medical-grade syringes—the same type of equipment used in these procedures. It was created in collaboration with advertising agencies DAVID Miami and Ogilvy Toronto.
According to a study of Canadian consumers, a large number of teens aged 14 to 17 are feeling the increasing pressure of today’s toxic beauty trends. As a result, they are often resorting to measures such as cosmetic injectables, despite the fact their faces are still developing.
The goal of the billboard was to draw attention to this trend, in a way no one could ignore. Through this campaign, Dove seeks to help build body confidence in young girls, so they can appreciate beauty on their own terms and be better equipped to face harmful beauty ideals.