Dove’s powerful #ChooseBeautiful campaign reveals 96% of women consider themselves average looking

This is what happens when women are forced to choose between walking through doors marked 'beautiful' and 'average'

Linda Sharkey
Wednesday 08 April 2015 16:51 BST
Doce Choose Beautiful campaign
Doce Choose Beautiful campaign

Dove has launched an empowering beauty campaign that encourages women to see themselves beautiful.

As part of its latest campaign, #ChooseBeautiful, the beauty giant visited five different cities (San Francisco, Shanghai, Delhi, London and Sao Paolo) and presented two entrance options for women based on how they perceive themselves. One door was labelled “Beautiful” and the other “Average”. Most of the women chose the second option but as the video progress, more and more women take the second route instead.

One woman who took the “beautiful” route described the experience as “quite a triumphant feeling. It was like telling the world I think I’m beautiful”.

But an American woman who walked through the “average” entrance 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 make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” Dove said in a statement. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”

A recent survey by Dove found that 96% of women rate themselves as average looking, leaving just four per cent to admit they consider themselves pretty, and this video highlights the statistics.

Dove is known for its empowering campaigns and with this, the toiletry giant wants women to make the conscious decision to embrace their beauty.

The results of the video are a powerful commentary on how many women perceive themselves, showing how the simple task of choosing an entrance is actually quite empowering.

Which one would you walk through? Dove certainly wants you to #ChooseBeautiful.

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