What do you see when you look in the mirror?

Many women suffer from a complicated relationship with the mirror because they aren’t happy with the way they look. In fact, more than a third say they hardly ever smile at their reflection, according to latest Dove global research.

The Mirrors Campaign

Woman looking at her face in the mirror

That’s why Dove’s new Mirrors campaign is encouraging women to smile back at their reflection, just as they used to do as little girls.

In the Mirrors film, Dove shows how women look at their reflections and zoom in on the things that they wish they could fix or change, while the little girls smile and enjoy what they see. Watch the new Mirrors film.

“Women tend to look for the things they don’t like when they look in the mirror and this affects their overall confidence and happiness in their beauty,” says Jocelyn Hsieh, Senior Global Brand Development Manager, Dove. “Dove hopes that Mirrors inspires women to reassess how they see themselves so that every encounter they have with their own reflection is a positive affirmation of their beauty.”

The Beauty Project

To coincide with the launch of the campaign in the UK, Dove is partnering with Selfridges department store in London – an innovative, premium UK retailer recently named the ‘world’s best department store’. As part of the store’s biggest-ever beauty campaign, the Beauty Project, Dove has taken over two Oxford Street store windows to encourage women to think differently about their beauty and smile back when they look in the mirrors in the window display.

Dove will also host a series of talks and panel discussions on topics such as ‘Is Beauty a State of Mind?’, ‘Beauty 2024’ and ‘Social Media and Self-Esteem’.

Check out the Selfridges website for the full Beauty Project schedule of events, learn more about Dove Mirrors at Dove.com/BeautyIs or join the conversation at #BeautyIs.

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