Dove’s “Choose Beautiful” Campaign
Dove set up signs above side-by-side doors in San Francisco, London, Delhi, Shanghai, and Sao Paulo. One sign said ‘beautiful’ and the other said ‘average’. Dove turned this into a mini-documentary video and the results are powerful. They filmed the women’s reactions as they chose which door to walk through. Anyone who looked hesitant or anyone who didn’t hesitate at all was asked if they could be interviewed by the director, Paul Dektor, to explain their decision.
Aside from the mini- documentary, Dove interviewed 6,400 women of all ages around the world about their thoughts on beauty. “96% of the women they interviewed said they didn’t see themselves as beautiful, but 80% believed every woman has something beautiful about her.” Surprisingly, every single man walked through the ‘beautiful’ door in London. “Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” Dove said in a press release. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves.”
The YouTube video gained over 500,000 views in the first day. Dove also used Twitter to promote their campaign and put an ad in the Metro paper today. The ad was double paged, it asked readers to ‘read this if you think you’re beautiful or average.’ I think the ad was tasteful and brilliant. It got great feedback on Twitter.
In our world today, sex is what sells. I believe many companies take the easy way out and use sex to sell themselves or their product. I think that Dove is brave for choosing campaigns that have a deeper meaning behind them. The “Choose Beautiful” campaign didn’t try to tell people that if they use Dove products they are going to be more beautiful and if they don’t their going to be average. The “Choose Beautiful” campaign was used to show women that they are beautiful in their own way, sometimes they just need a little reminder.