'Why big beauty brand Kiehl’s’ surprising new skincare campaign for tweens has parents’ backing – and why we need the rest of the beauty industry to do the same’

There was a day when my kids would pull my arm and nag me with desperate pleas as we passed an ice cream van or a playground. ‘Muuuum, can we…?’ they’d call on repeat. But more recently, these angling requests are more likely to happen if we walk by a perfectly pristine shop window such as Space NK.

But what is news, is that one major global beauty brand has decided to swim against the tweenager tide. The new campaign by beauty giant Kiehl's aims to shift the trend. In a new series of visual ads, created by advertising agency Publicis, a group of children by the seaside are pictured, covered in mud from head to toe, with a message ‘The only face mask kids should put on’.

Belgique Dernières Nouvelles, Belgique Actualités