Dove presents 'Choose Beautiful' Campaign
WOMEN AROUND THE WORLD REALIZE THE CHOICE TO FEEL BEAUTIFUL
IS A PERSONAL POWER THEY HAVE EVERY DAY
(Dubai, United Arab Emirates), April 7th 2015 – 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 [https://www.youtube.com/watch?v=Zzzq1n6DEfo] 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.”
“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.”
Watch Dove Choose Beautiful at Dove.com/ChooseBeautiful and make your choice @Dove with #ChooseBeautiful. Choose what makes you feel beautiful, choose it often, and share it with the world. Learn more about the women’s choices and the Dove Choose Beautiful global experience by following @Dove on Tumblr.
Dove has long been committed to creating a world where beauty is a source of confidence, not anxiety. Dove hopes to inspire women to develop a positive relationship with beauty, because when women recognize the beauty in themselves, they have powerful ability to positively impact the next generation. The brand has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached over 14 million to date.
 Global Dove Research: The Real Truth About Beauty: Revisited (2010)
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