New Dove Ad Reminds Women They Can Choose Beautiful

Women have the power to choose to feel beautiful. That is the message in this touching new ad from beauty product makers Dove. The company put up two signs — “Beautiful” and “Average” — above shopping center doors in five cities across the world. Which door did most women choose to walk through?

According to research from Dove, most women feel there is something beautiful about themselves. But 96% would not choose the word “beautiful” to describe themselves. The video above is the latest step in Dove’s #ChooseBeautiful campaign, encouraging women to think more positively about their bodies and their selves.

The women in the five cities from the video — San Francisco, Delhi, London, Sao Paolo, and Shanghai — all offer touching thoughts and reminders of the difficult position women are put in every day. But as the description for this ad reminds us, “Feeling beautiful is a personal choice women should feel empowered to make for themselves, every day.”