#ChooseBeautiful campaign launched by Dove: Which door do you choose?

Dove launched its #ChooseBeautiful campaign Tuesday with a video that tugs on the heartstrings of all women who don’t feel beautiful. Women throughout the world are asked to enter one of two doors. One is labeled “Beautiful” and the other “Average.” The percentage of women who don’t choose the word beautiful to describe the way they look is actually quite staggering.

According to the Unilever USA Facebook page 96 percent of women did not choose beautiful as an adjective to define how they look. Dove set up entryways throughout the globe in San Francisco, Shanghai, Delhi, London and Sao Paulo to “prove that beauty is a choice and the power of this choice is in their hands.”

The women interviewed in Dove’s #ChooseBeautiful campaign are all unique and truly beautiful. However, the majority walked through the door labeled “Average.” The general consensus was that of confusion. Some weren’t sure if the depiction was what they believed others thought of them, and if they chose “Beautiful,” they might be critiqued negatively.

Dove produces bath and beauty products for both men and women with a mission to boost a positive self-image, because “beauty should be a source of confidence, not anxiety.” This is the second campaign launched this week to change the way women feel about the way they look. Lane Bryant debuted its #ImNoAngel advertisement to promote Cacique, a plus-sized line of sexy lingerie.

All women could and should take the test on Dove’s Tumblr page. The brand invites all beauties to “join the movement and spread the positive conversation about beauty.” Embrace your inner and outer beauty and inspire others to be beautiful with the brand’s #ChooseBeautiful campaign. How do you choose?

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