Feeling beautiful seems like an impossible thing to achieve at times. In fact, a recent study found that 96% of women wouldn’t even choose the word to describe how they look. But Dove believes it’s truly mind over matter, as its newest film puts the choice in hands of women themselves.
Choose Beautiful features women in five countries around the world posed at two sets of doors, one marked “Average” and the other marked “Beautiful.” One woman said, “It was a bit confronting, actually, to see these big signs and feeling like you had to choose and be self conscious of how you perceive yourself, and perhaps if it lines up with how the world perceives you.”
While decisions were split, the short film shows the women struggle to pick, and there are many who ultimately select the average door and regret their choice. “I walked into that door that said average, and I didn’t really feel good after that because, obviously, I had rated myself and nobody else,” another woman explained. "It was my choice, and now I will question myself for the next few weeks, maybe months." Others who favored the beautiful door did so not just for themselves, but for other women they love. “I just wish more young women realized it,” one mom concluded.
To inspire other women to choose beautiful, the brand linked up with the Women in the World Summit, which brings together extraordinary female leaders and advocates discussing emerging women’s issues. They began a conversation called “The Beautiful Brain,” which focuses on beauty and choice; a host of influencers across a variety of disciplines are contributing to it. “Women in the World is about real women being real role models and so is Dove in its innovative campaigns,” said Tina Brown, Founder and CEO of Women in the World. “We are delighted to be joining forces with them to help women and girls redefine the notion of beauty as an attribute of confidence, character and how you live your life.”
Haven’t seen the clip? Check out the short film below: