Dove challenges women to 'choose beautiful'

Dove Choose Beautiful | Women all over the world make a choice

Dove, the personal care brand owned by Unilever, has launched a video as part of its global marketing campaign that challenges perceptions of female beauty.

The short film, shot in five countries and developed by Ogilvy & Mather Chicago, is designed to inspire women to reconsider their choices about beauty and question how those choices make them feel.

The 'Choose Beautiful' campaign was filmed in London, Delhi, San Francisco, Shanghai and Sao Paolo. It invited women to walk through a door labelled "average" or another labelled "beautiful".

Whether through modesty or insecurity, the film revealed how many women chose to walk through the "average" door. The campaign aims to challenge what it believes is an instinct to settle for average.

Paul Dektor, the film's director, said: "While we were filming, it was so clear that the women who chose to feel beautiful shined 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."