Ten years ago Dove set out to widen the definition of beauty. In 2004 Dove commissioned a research study called “The Real Truth About Beauty” to more deeply understand the relationship of women, beauty and well-being. The results of the study were very surprising. Only two percent of women interviewed considered themselves to be beautiful, while the majority placed themselves in the average or below average category. The study found that women felt disconnected from the way culture describes beauty. The study found that women held different criteria for beauty than popular culture. Women see emotional qualities, character and individuality as equally expressive of beauty as the narrow physical aspects of beauty that currently dominate popular culture.
In 2004, Dove launched the “Campaign For Real Beauty”. The campaign was designed to change the conversation about the need for a wider definition of beauty. This campaign has had a positive impact on women, changed the conversation and generated strong sales increases. Dove produced one of the best ads of 2013 in “Real Beauty Sketches”.
Last week Dove premiered “Selfie” an eight minute film that challenges young women through social media to take an honest selfie and to encourage their mothers to do so, too. “Selfie” premiered at the Sundance Institute in Park City, Utah. This marked the 10th anniversary of Dove’s “Campaign For Real Beauty”.
Selfie is directed by Oscar Winning Documentarian Cynthia Wade and produced by Sharon Liese. “Selfie” captures the journey of multiple generations of girls and their mothers in the western Massachusetts town of Great Barrington as they create a new type of selfie that celebrates their unique beauty. In the film, the girls admit that they adopted many of the insecurities that their mothers also felt. The girls are seen getting together with their moms to create a new type of selfie that features what they perceive as their least desirable physical features.
A decade later, Dove has uncovered through a major study in the U.S. that 62% of women feel they are responsible for influencing their own definition of beauty, nearly triple the number from ten years ago. Women believe the definition of beauty has evolved to become more inclusive and have taken on the role of defining the standard for themselves and each other.
Social media has emerged as one of the most powerful influencing factors in how women define beauty. Social media offers women the opportunity to create their own media, personalize beauty and influence the conversation. More than half (55%) of women believe social media is playing a larger role in influencing the beauty conversation than traditional media.
“Selfie” is an excellent short film. Dove has done a great job promoting self esteem. As a father of teen age girls and a husband, I applaud what Dove has done. Once again they have redefined the notion of beauty. Dove has stayed true to their brand purpose of celebrating women’s unique beauty.
What do you think of Dove’s short film “Selfie”?
MDH Mark D Hogan 