In 2015, Dove, the personal care brand owned by Unilever, has launched a video as part of its global marketing campaign that challenges perceptions of female beauty.
The short film, shot in five countries and developed by Ogilvy & Mather Chicago, is designed to inspire women to reconsider their choices about beauty and question how those choices make them feel.
The ‘Choose Beautiful’ campaign was filmed in London, Delhi, San Francisco, Shanghai and Sao Paulo. It invited women to walk through a door labelled “average” or another labelled “beautiful”. The video shows real women’s reactions when they are presented with the choice of walking through the two doors, one entitled.
It is based on insight that suggests women find it difficult to recognise their own beauty or are concerned about others thinking they have an exaggerated sense of self confidence, something that Dove hopes to tackle by creating a conversation of “women inspiring other women” on social media with the hash tag #ChooseBeautiful.
Whether through modesty or insecurity, the film revealed how many women chose to walk through the “average” door. The campaign aims to challenge what it believes is an instinct to settle for average.
Paul Dektor, the film’s director, said: “While we were filming, it was so clear that the women who chose to feel beautiful shined with a positive, empowered outlook.
“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.”
Alison Fisher, marketing manager for Dove UK & Ireland, told Marketing Week: “Everything we do comes back to the mission to make beauty a source of confidence rather than anxiety for women, which is the inspiration behind the new campaign.
“We needed fresh insight and stimulus, and we found that the polarisation of two different choices was a great way of getting women to reflect,” she adds.