Dove begins Choose Beautiful campaign
Unilever has begun an international campaign for its Dove brand of personal care products called "Choose Beautiful." The campaign consists of a commercial that depicts women from five countries considering the use of the word "beautiful" to describe themselves. According to the company, the campaign is intended to "encourage women worldwide to reconsider the choices they make about their beauty and how those choices make them feel." It features women from San Francisco, Shanghai, Delhi, London and Sao Paolo.
The video is accompanied by a website at <http://dovechoosebeautiful.tumblr.com>. The website invites visitors to classify themselves as "beautiful" or "average." Visitors who choose average are offered a downloadable "Mindful Me" package created by a psychologist and a self-esteem expert, designed to foster self-confidence. Those who choose "beautiful" are encouraged to describe what they find beautiful about themselves, and to "inspire others to be beautiful." The effort also makes use of social media activities on Twitter.
"It's time that women think differently about how they describe themselves," said Diane Laberge, marketing manager at Dove Canada. "Although the majority of women don't describe themselves as beautiful, 80% agree that every woman has something about her that is beautiful. 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."