According to data published by Dove, 96% of women would not choose the word "beautiful" to describe how they look. For this reason, to raise awareness among women about the power they have to feel beautiful every day, the beauty brand has launched the Choose Beautiful campaign, accompanied by a short film.
The video, shot in San Francisco, Shanghai, Deli, London and Sao Paulo, shows different women who have the option of showing how they feel, choosing to go through a door with the sign "Beautiful" or "Common and ordinary".
This campaign focused on strengthening female self-esteem, will culminate during the celebration of Tina Brown's Women in the World Summit, which will take place in New York from April 22 to 24 and will bring together some of the most important female leaders in the world.
The initiative also encourages sharing via social media what makes you feel beautiful with the hashtag #ChooseBeautiful and has created a Tumblr account.
Known for their campaigns related to real beauty, recently Dove, in collaboration with Twitter, promoted the hashtag #SpeakBeautiful on social networks, which tries to raise awareness about the impact of negative comments about the appearance of women on the internet.