A staggering 96% of women do not choose the word ‘beautiful’ to describe how they look¹. Dove believes feeling beautiful is a personal choice women should feel empowered to make for themselves, every day.
Through a candid, eye-opening film shot in five countries across the globe, Dove launched the Choose Beautiful campaign to encourage women worldwide to reconsider the choices they make about their beauty and how those choices make them feel.
The Dove Choose Beautiful film captures real women in San Francisco, Shanghai, Delhi, London, and Sao Paolo considering about their own beauty. The women made a choice about the way they see themselves: ‘average’ versus the frequently avoided ‘beautiful.’ The film reveals that women often struggle with recognizing their own beauty.
“Dove Choose Beautiful urges women to embrace this choice, and inwardly challenge our tendency to not ‘choose beautiful’ because when we do it unlocks happiness and confidence that impacts women’s self-esteem,” said Steve Miles, Senior Vice President, Dove.
Locally, Dove hosted two media launch events where the media were challenged to reconsider their choices they make daily about their own beauty through interactive exercises. Paula Facci, the first Certified Positive Psychology Coach® (CPPC) in the Southern hemisphere, shared her tips on how to choose beautiful daily and Kate Swan, Dove Marketing Manager, shared insights into the Choose Beautiful campaign and Dove’s self-esteem and real beauty initiatives.
¹Global Dove Research: The Real Truth About Beauty: Revisited (2010)