Dove released a video yesterday to launch its #ChooseBeautiful campaign. The beauty brand placed “average” and “beautiful” signs above shopping center doorways in five different cities: San Francisco, London, Sao Paulo, Shanghai and Delhi. Cameras caught shoppers making the choice between which door to enter. Most women chose average.
“It was a bit confronting, actually, to be honest,” one woman said. “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 rest of the world perceives you.”
A young girl explained, “I wanted to go through the average door but my mom just pulled me over.” Later in the clip her mom says, “I just wish more young women realized it.”
According to a study conducted by Dove, 96% of women do not choose the word “beautiful” to describe themselves. This campaign hopes to empower women to choose beautiful everyday.
What would you choose?
Here’s another powerful video from Dove France that made the Internet rounds last month:
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