Dove: Choose Beautiful - a film to inspire women

Dove encourages women to realise feeling beautiful is in their power

Brand Story - Choose Beautiful

Dove has released a new film to inspire women to reconsider the choices they make about their beauty and how those choices make them feel.

Shot in five countries around the globe, the Choose Beautiful film was created in response to research from Dove that found that 96% of women do not choose the word ‘beautiful’ to describe how they look.

The candid film features real women in San Francisco, Shanghai, Delhi, London and São Paulo making a choice about the way they see themselves: ‘average’ versus the frequently avoided ‘beautiful’. The results were eye-opening – for the women themselves and the viewer.
Watch Dove Choose Beautiful 
Dove believes feeling beautiful is a personal choice that women should feel empowered to make for themselves. “Although the majority of women don’t describe themselves as beautiful, 80% agree that every woman has something about her that is beautiful. It’s time women think differently about this choice,” says Steve Miles, Senior Vice President, Dove.

“Dove Choose Beautiful urges women to embrace this choice and inwardly challenge the tendency to not ‘choose beautiful’, because when we do it unlocks happiness and confidence that affects women’s self-esteem.”

Dove has teamed up with psychologists and self-esteem experts to create a downloadable ‘Mindful Me’ toolkit, which is designed to give women the confidence to ‘Choose Beautiful’. 

Paul Dektor, film director of Dove Choose Beautiful, said: “While we were filming, it was so clear that the women who chose to feel beautiful shone with a positive, empowered outlook.

“We all have the personal and powerful ability to rise above others’ points of view, social media and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”

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. 

You can watch some exclusive behind-the-scenes footage and share your own #ChooseBeautiful stories on

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