Break The Rules Of Beauty with Dove

Learn about the new Dove film

Dove self esteem project

How do young girls look at beauty? Dove's latest video titled 'The Perfect 10' answers this question through a candid conversation between girls, as they become beauty editors for a day.

The brand conducted a social experiment with a group of young girls, who were invited to select a face for the beauty feature of an international fashion magazine. The film capturing this experiment shows some raw and revealing discussions on what qualifies as beautiful for girls these days. It urges viewers to create an environment that will help young girls and women develop a positive and confident self-image, by breaking the unrealistic and unattainable rules of beauty.

A recently conducted 'Dove Girls Beauty and Confidence Report (2017),' revealed some unsettling statistics about how Indian women, especially young girls, perceive beauty. The most disconcerting of these is that six in ten Indian girls do not have high body esteem and feel the pressure to look beautiful.

Dove's campaign draws attention to these findings and sheds light on the reality that beauty stereotypes are rooted so deep in our society, that even girls as young as ten are unable to escape them. The next generation is growing up in a world where the idea of beauty is not free of filters and airbrushing.

As part of its #LetsBreakTheRulesOfBeauty campaign, Dove's ‘Perfect 10’ film sends out a powerful message – one that questions the narrow, rigid and preconceived ideas of beauty that are unconsciously but deeply ingrained in a girl's mind from a very young age. The report also revealed that 76% of Indian women believe it is critical to meet specific beauty standards and 71% cited increasing pressures from advertising and media to reach an unrealistic standard of beauty as a key force in driving appearance anxiety.

Acting upon these findings, Dove has also launched the 'No Digital Distortion Mark'– an initiative that reiterates the brand's commitment to do accurate and genuine portrayals of people, as in real life. You can expect to see this through all their static ads by 2nd January 2019.

Dove believes in the need to address unrealistic beauty standards and change them to create a world where young girls can grow up to be women confident in their skin.

Join hands with Dove now. Get involved at #LetsBreakTheRulesOfBeauty

Watch the film here

About the Dove self-esteem project:

Dove has a long-standing commitment to creating a world where beauty is a source of confidence and not anxiety. The Dove Self-Esteem Project (2004), helps the women of tomorrow develop a positive relationship with the way they look, raise their self-esteem and realise their full potential.

So far, over 30 million young people across 138 countries have been reached, making the Dove Self-Esteem Project one of the largest providers of body confidence education in the world.

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