“Beautiful is a great word, so why not see what’s on the other side of that.”
Hundreds of times during the day we are reminded of so many things. Do we feel beautiful? Do people think we are beautiful? There are so many doubts stuffed in our minds like blazing crazy balls that keep popping up, jumping around when the cover is removed. We like to keep them hushed but they don’t. Dove started its campaign #ChooseBeautiful with a very strong move. The brand targeted five locations- Shanghai, San Francisco, London, Sao Paulo and Delhi. Side by side doors were planted with the two banners that read- beautiful and average and secret cameras were installed to capture reactions of women who walked through the doors.
“Women around the world have the power to embrace their beauty, and yet many of us do not, Dove wanted to inspire women to seize the opportunity to choose what makes us feel beautiful everyday — because when we do, it unlocks confidence and happiness.” – Dove’s Senior Global Director Victoria Sjardin
Looking at the banners, women stopped, thought for a while and chose to go through the door that had the average banner. Undoubtedly, most women went through the door with the average banner. Yes, most of the gorgeous women around us think they aren’t beautiful.
An american woman said, “Am I choosing because of what’s constantly bombarded at me and what I’m being told that I should accept? Or am I choosing because that’s what I really believe?”
Women who walked through the average door daily, stopped and thought they should go through the door that read, beautiful for a change. The moment they walked through that door, their faces lit up with confidence and smile.
PS: 96% percent of women don’t see themselves as beautiful, however 80% women think that every woman has something beautiful about her.