Dove Campaign Studies How Women Define Themselves

Apr 8, 2015 | Public Relations

Who are you: Beautiful or average?

It’s a question Dove proposed recently by posting signs above two doorways, side by side, in San Francisco, Shanghai, Delhi, London and Sao Paulo. One door read “Beautiful,” the other “Average.”

In a campaign video, women chose “Average” again and again. One woman turned around and walked away when confronted with the choice. Another grabbed her teenage daughter to enter “Beautiful” together.

The #choosebeautiful campaign powerfully conveys a simple message: Beauty is a choice.

Dove said of the message in the ad:

“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves. Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”

The YouTube video has already received nearly 3 million views in two days. (Dove posted the clip on Tuesday.)

What’s interesting to us is this Behind the Scenes video, where creators say they “had no idea” what women would choose. We’d say their social experiment paid off.

One of our clients, Lebo Skin Care, launched a month ago a similar campaign: What makes you #LeboBeautiful?

The beauty campaigns of both companies, Lebo and Dove, are encouraging women to feel their best – and who wouldn’t want that?