Mumbai/Kolkata, Apr 10: A staggering 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.
Through a candid, eye-opening film shot in five countries across the globe, Dove is launching 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.
“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 Vice President, Dove.
“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,” Miles said.
“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,” Dektor said./IBNS