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Dove's new emotionally driven video aims to challenge how women see themselves. But does it work?
New research from Dove has revealed that a huge 96% of women wouldn’t choose the word ‘beautiful’ to describe their appearance. Dove set about challenging this belief, through a candid short film that was shot in Delhi, San Francisco, Shanghai and Sao Paolo. The women in the film are challenged with revealing the way they see themselves by being invited to choose to walk through one door entitled ‘Average’ or another entitled ‘Beautiful.’
British Life Coach and Psychologist, Natalie Thomas commented: “It saddens me to see that so many amazing women in thisfilm felt that they should accept ‘Average’ as a way to describe themselves.
Ali Fisher, Dove Marketing Manager UK & Ireland agrees, saying: “Our new Choose Beautiful film 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 shined with a positive, empowered outlook,” said Paul Dektor, Film Director of Dove Choose Beautiful. “We all have the personal and powerful ability to rise above others’ points of view, social media, and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”