Dove’s “Choose Beautiful” Campaign, Shot in Five Countries Across the Globe, Goes Viral


Dove’s new film inspiring women to reconsider the choices they make about their beauty gets more than 5.5 million views in less than 10 days

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 launched the Choose Beautiful campaign last week 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 captured real women in San Francisco, Shanghai, Delhi, London, and Sao Paulo considering 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 recognising their own beauty, but that when women feel beautiful, they radiate with happiness and confidence.

To inspire women worldwide to choose beautiful, Dove will embark upon a global partnership in 2015 with Women in the World to celebrate feeling beautiful as a personal, universal choice for women. Women in the World is an internationally celebrated summit that brings together extraordinary women leaders and advocates to lead unparalleled discussions about emerging women’s issues. At the Women in the World New York Summit (April 22-24), Dove will host a conversation, The Beautiful Brain, on beauty and choice with top female influencers across a wide variety of disciplines.

“Dove Choose Beautiful urges women to embrace this personal choice, because when we do, it unlocks happiness and confidence that impacts women’s self-esteem,” said Jennifer Bremner, Director of Marketing, Dove. “Women in the World is an influential forum where we hope women will join us in inspiring one another to reconsider the choices we make about our beauty and self-esteem so that we may all reach our full potential in life.”

Dove recently launched #SpeakBeautiful to encourage women to realise the role our online words play in impacting our confidence and self-esteem. Now, Dove encourages women to realise that they have the choice every day to think and speak positively about themselves and others.

“Women in the World is about real women being real role models and so is Dove in its innovative campaigns,” said Tina Brown, Founder and CEO of Women in the World. “We are delighted to be joining forces with them to help women and girls redefine the notion of beauty as an attribute of confidence, character and how you live your life.”

You can watch Dove Choose Beautiful at and make a choice @Dove with #ChooseBeautiful. Consumers can learn more about the Dove Choose Beautiful global experience and download new Mindful Me self-esteem building activities by following @Dove on Tumblr.

According to the brand, “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 recognise 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.

Olivia Pearce
Olivia Pearce
Branding Editor. Passionate about all things branding, I like to find out the stories behind a brand. If I do have any spare time, I enjoy watching documentaries.

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