Dove encourages women to ‘Choose Beautiful’ and make a positive choice about how they see themselves

Posted on Apr 07, 2015

Dove releases new film to inspire women in the UK to reconsider the choices they make about their beauty.

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 London, as well as four other cities: Delhi, San Francisco, Shanghai and Sao Paolo - Dove is launching the Choose Beautiful campaign 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 considering their own beauty. The women are challenged with revealing the way they see themselves by being invited to choose to walk through one door entitled ‘Average’ or another entitled ‘Beautiful’, with their reactions documented throughout. Overwhelmingly, the film reveals that women often struggle with recognising their own beauty, and find it difficult to Choose Beautiful.

Mother and daughter pairing from London, Julie and Olivia who participated in the film, commented that “British women often lack confidence in their own beauty”. Olivia also described how she was “reluctant to choose the ‘Beautiful’ door”, as she was concerned about onlookers assuming she had an “exaggerated sense of self confidence.” That isn’t an act of vanity, it’s one of courage. Choosing to see yourself in a way that most women don’t is a brave choice, not an easy one.

British, Top Life Coach and Psychologist for women, Natalie Thomas commented: “It saddens me to see that so many amazing women in this film felt that they should accept ‘Average’ as a way to describe themselves. British people in particular have a tendency to downplay their talents for fear of being judged, instead focusing on the negative aspects of themselves. It’s important to make positive choices every day and it is great to see that Dove’s new film encourages British women to ‘choose beautiful’.

I found the relationship between the British mother and daughter in the film to be very uplifting – particularly when the mother encouraged her daughter to walk through the ‘Beautiful’ door. The messages that young girls receive from the most important people around them between the ages of 11-17 can often set up their sense of self-esteem for life, and the way the mother positively reinforced her daughter serves as a shining example of the message we should be sending to young girls. As a nation, we need to be encouraging individuals to accept and project the inherent beauty that exists within.'

Learn more about the Dove Choose Beautiful global experience on Tumblr at