(WITI) — An inspiring new ad campaign from Dove reminds us that women can choose to be beautiful.
According to Dove, a staggering 96% of women would not choose “beautiful” to describe themselves.
In a recent experiment, the company put signs that read “beautiful” and “average” above doorways in San Francisco, London, Shanghai, Delhi and Sao Paulo and filmed as women chose which door to walk through.
The video shows women considering their own beauty. It reveals that women often struggle with recognizing their own beauty.
#ChooseBeautiful inspires women to “embrace beautiful for yourself and inspire beautiful in others.”
“It’s time that women think differently about how they describe themselves. Although the majority of women don’t describe themselves as beautiful, 80% agree that every woman has something about her that is beautiful,” said Diane Laberge, Marketing Manager, Dove Canada. “Dove Choose Beautiful urges women to embrace this choice, and challenge our tendency to not ‘choose beautiful’ – because when we do choose beautiful, it unlocks happiness and confidence that impacts a woman’s self-esteem.”