blog header image

Dove’s New #ChooseBeautiful Campaign


April 7, 2015

Dove’s new video shows the power of women’s perceptions of themselves, encouraging women to choose to see themselves as beautiful. In the video, which is a part of the #ChooseBeautiful campaign, women are given the choice to enter two different doors to shopping centers. One door is labeled “average” and the other “beautiful.” The video shows women contemplating this decision and ultimately most women choosing the “average” door, some later regretting that decision.

A study connected with Dove showed that 96% of women said they wouldn’t choose the word beautiful to describe themselves. Although, 80% would say that there is something beautiful about them, according to Mashable.

Dove’s statement about the new video campaign said, “Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves. Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”

This campaign follows Dove’s most recent effort to encourage positivity on Twitter, which it aired in February during a pre-show to the 2015 Academy Awards. On a night when women’s images are widely criticized as they walk the Red Carpet, Dove teamed up with Twitter for the #SpeakBeautiful campaign aimed at boosting self-esteem through reversing negative tweets. Dove tweeted back to women who tweeted negative comments about themselves, giving them suggestions on how to feel positive about their body image.

Earlier in the year, Dove launched the “Love Your Curls” campaign, to change the way young girls and women feel about their curly hair. Dove’s studies found that 10 percent of American women said they “feel proud” of their curly hair, and only 40 percent of girls with curly hair felt that their hair was beautiful, according to Huffington Post. This video portrayed young girls speaking about lack of confidence or dislike in their own appearances, encouraging women and girls to be more confident in who they are.

The video campaign launches that Dove has issued in the past year are all a part of the company’s “Real Beauty” campaign, which the company originally started in 2004, which we discussed last year. The intrinsic value of their campaign, along with their ad campaign recognition and achievement, has not only met success in the marketplace, but also as an important advocate for changing society’s definition of beautiful.

By: Leigh Cesanek (Spring 2015 Intern)