Feeling beautiful is a choice women can make every day

Dove releases new film, shot in five countries around the globe, to inspire women to reconsider the choices they make about their beauty

TORONTO, April 7, 2015 /CNW/ - A staggering 96% of women do not choose the word 'beautiful' to describe how they look [1].  Dove believes feeling beautiful is a personal choice that women should feel empowered to make for themselves, every day. Through a candid, eye-opening film shot in five countries across the globe, Dove is launching the global Choose Beautiful campaign to encourage women worldwide to reconsider the choices they make about their beauty and how those choices make them feel.

The Dove Choose Beautiful film captures real women in San Francisco, Shanghai, Delhi, London, and Sao Paolo considering their own beauty. The women made a choice about the way they see themselves: 'average' versus the frequently avoided 'beautiful.'  The film reveals that women often struggle with recognizing their own beauty. 

Dove is using the power of conversation to encourage Canadian women to Choose Beautiful – along with women from around the world – and to feel empowered to share what makes them feel beautiful on Twitter tagging @DoveCanada and using the hashtag #ChooseBeautiful. Canadians can also join the global experience by visiting DoveChooseBeautiful.Tumblr.com.

"It's time that women think differently about how they describe themselves. Although the majority of women don't describe themselves as beautiful, 80% agree that every woman has something about her that is beautiful," said Diane Laberge, Marketing Manager, Dove Canada.  "Dove Choose Beautiful urges women to embrace this choice, and challenge our tendency to not 'choose beautiful' - because when we do choose beautiful, it unlocks happiness and confidence that impacts a woman's self-esteem."   

Dove has long been committed to creating a world where beauty is a source of confidence, not anxiety.  Dove hopes to inspire women to develop a positive relationship with beauty, because when women recognize the beauty in themselves, they have powerful ability to positively impact the next generation. For the first time, Dove has launched resources directed at women addressing self-esteem issues. They are found on the Dove Tumblr page and encourage women to Choose Beautiful every day.   In addition to this, the brand has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached over 14 million to date. In Canada, Dove has reached over 1.5 million girls with positive self-esteem messaging to-date.

About Dove and the Dove Self-Esteem Project

Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. The Dove Self-Esteem Project is a global Dove initiative that was first established as part of The Campaign for Real Beauty. Its mission is to educate and encourage the next generation of girls to build a positive relationship with beauty and to help raise self-esteem, enabling them to realize their full potential in life. It is one of the only projects in Canada dedicated to the self-esteem of women and girls. Dove encourages Canadians to be part of the conversation at www.Facebook.com/Dove. For more information visit www.dove.ca and for self-esteem resources visit http://selfesteem.dove.ca.

About Unilever Canada Inc.

Unilever is one of the world's leading suppliers of fast moving consumer goods with operations in over 100 countries and sales in 190. Working to create a better future every day, we help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In Canada, our portfolio includes brand icons such as: Becel®, Ben & Jerry's®, Breyers®, Clear®, Degree®, Dove® personal care products, Hellmann's®, Nexxus®, Q-Tips®, Simple®, St. Ives®, TRESemmé®, Vaseline® and others. All of the preceding brand names are owned or used under license by Unilever Canada Inc.

[1] Global Dove Research: The Real Truth About Beauty: Revisited (2010)

SOURCE Dove

Video with caption: "Dove launches new Choose Beautiful campaign, encouraging women to reconsider the choices they make about their beauty and how those choices make them feel. Choose Beautiful features a global Dove film shot in five international cities that demonstrates the struggles women have with choosing beautiful to describe themselves.". Video available at: https://www.youtube.com/watch?v=M9V0-ornBBg

Image with caption: "Dove launches new Choose Beautiful campaign, encouraging women to reconsider the choices they make about their beauty and how those choices make them feel. Choose Beautiful features a global Dove film shot in five international cities that demonstrates the struggles women have with choosing beautiful to describe themselves. (CNW Group/Dove)". Image available at: http://photos.newswire.ca/images/download/20150407_C4568_PHOTO_EN_13953.jpg

Image with caption: "Dove launches new Choose Beautiful campaign, encouraging women to reconsider the choices they make about their beauty and how those choices make them feel. Choose Beautiful features a global Dove film shot in five international cities that demonstrates the struggles women have with choosing beautiful to describe themselves. (CNW Group/Dove)". Image available at: http://photos.newswire.ca/images/download/20150407_C4568_PHOTO_EN_13954.jpg

For further information: Lauren Rivietz, Harbinger, 416 960 5100 x.229, lrivietz@harbingerideas.com

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