96 percent of women would not choose the word ‘beautiful’ to describe how they look, according to a new global study by Dove. The beauty brand is looking to change that with a film called ‘Choose Beautiful.’ See why I think it’s their most inspiring campaign yet — watch the video here.
Dove has been a pioneer in introducing “real women” in their advertisements and and product campaigns. Their images and videos represent something real — but what happens when the truth isn’t pretty? In “Choose Beautiful,” women are forced to choose between two doors — one that says beautiful and one that says average. Which door would you choose?
Choose Beautiful — New Dove Campaign Urges Women To Be More Than ‘Average’
Dove posted the new video on their YouTube channel on April 7, writing: “Would you describe yourself as beautiful? In our latest film Choose Beautiful, we travel to San Francisco, Shanghai, Delhi, London and Sao Paulo to prove that beauty is a choice — and the power of this choice is in your hands… ”
I was lucky enough to be at the launch event for the campaign, where I viewed the video in front of Dove executives, CEO & Founder of Women in the World Tina Brown, and my peers. Like every Dove campaign, I had to fight back tears as I watched.
I would have chosen the average door and it’s my job to write about beauty — it’s literally always around me. But would I describe myself that way? Like most women, the word wouldn’t come to mind. Even if it did, what would people think if I chose the beautiful door? Would that be too self-serving?
At the end of the event, after hearing the inspiring words from Tina and Neurologist and Mindfulness Expert Dr. Romie Mushtaq, the exit gave me the same choice as the women in the video. Two doors — average and beautiful. Without hesitation, I jumped through the beautiful door with a smile and had a spring in my step as I left the event.
The video completely changed my morning and my mood. Celebs have also been inspired by the campaign. Ashton Kutcher posted the video to Facebook with the message: “The world is tough enough choose beautiful for yourself!!!!”
Dove Partners With Women In The World
Jennifer Bremner, Director of Marketing at Dove, explained more about the campaign:
“Dove Choose Beautiful urges women to embrace this personal choice, because when we do, it unlocks happiness and confidence that impacts women’s self-esteem. Women in the World is an influential forum where we hope women will join us in inspiring one another to reconsider the choices we make about our beauty and self-esteem so that we may all reach our full potential in life.”
Truly, it’s so important that women lift each other (and ourselves) up daily. It’s ok and should be encouraged for us to feel good about ourselves.
We shouldn’t feel like we are less than. And we shouldn’t feel guilty about having a great hair day and feeling beautiful! With so many pressures, self-esteem needs to be taught and revered. Beautiful doesn’t have to mean perfect, and it’s something we should all feel every day.
Watch the video above and tell me what you think of the inspiring campaign in the comments below.
— Dory Larrabee-Zayas