Dove's 'Choose Beautiful' Has Women Choose Between Two Doors
Laura McQuarrie — April 17, 2015 — Marketing
References: dove.us & creativecriminals
Choose Beautiful is a campaign that's being launched by Dove in order to get women to think differently about how they see themselves and others in society. This newest experiment from Dove involves traveling all across the world from San Francisco and Shanghai to Delhi and London to see if women would choose to walk through a doorway marked "Average" or "Beautiful."
After crossing the threshold and being interviewed, most of the women expressed regret over choosing to classify themselves as average-looking. Despite this, some women made a point to turn around and enter the Beautiful door after almost entering the Average door on mistake, while others walked away entirely, refusing to enter either.
Although the authenticity of the social experiment has been questioned, it still is a sound reminder to reject the labels society may be projecting on you.
After crossing the threshold and being interviewed, most of the women expressed regret over choosing to classify themselves as average-looking. Despite this, some women made a point to turn around and enter the Beautiful door after almost entering the Average door on mistake, while others walked away entirely, refusing to enter either.
Although the authenticity of the social experiment has been questioned, it still is a sound reminder to reject the labels society may be projecting on you.
Trend Themes
1. Reimagined Self-image - Experiment highlights the need for individuals of all genders to take control of how they perceive their beauty and reimagining self-image.
2. Embracing Individualism - Campaign showcases the need for individuals to embrace their own unique beauty rather than conforming to societal standards.
3. Mindset Shift - The experiment challenges women to shift their mindset towards seeing themselves as beautiful rather than average.
Industry Implications
1. Beauty - Beauty industry has an opportunity to highlight the importance of embracing individualism and promoting inclusivity.
2. Marketing - The marketing industry can use the experiment to tailor more inclusive campaigns that reject the traditional beauty standards.
3. Technology - Technology may have a role in promoting self-esteem by creating platforms and tools that facilitate body positivity, self-image improvement, and confidence-building.
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