The 'Choose Beautiful' campaign acknowledges that 96% of women do not choose the word 'beautiful' to describe how they look. Dove believes feeling beautiful is a personal choice women should feel empowered to make for themselves, every day.
The film captures real women in San Francisco, Shanghai, Delhi, London and Sao Paolo considering their own beauty. The women made a choice about the way they see themselves as 'average' versus the frequently avoided 'beautiful'. The film reveals that women often struggle with recognising their own beauty.
"Although the majority of women don't describe themselves as beautiful, 80% agree that every woman has something about her that is beautiful. It's time women think differently about this choice," said Steve Miles, Senior VP, Dove. "The campaign 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."
"While we were filming, it was so clear that the women who chose to feel beautiful shone with a positive, empowered outlook," said Paul Dektor, film director. "We all have the personal and powerful ability to rise above others' points of view, social media and pop culture. I hope the film inspires women around the world to reconsider how they view their own beauty."
The brand hopes to inspire women to develop a positive relationship with beauty, because when women recognise the beauty in themselves, they then have a powerful ability to positively impact the next generation. It has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached over 14 million to date.
