Dove's Controversial #ChooseBeautiful Campaign

Dove’s latest marketing campaign has stirred up quite a bit of controversy, and honestly, I’m not on board with it. Their new #ChooseBeautiful initiative seems to follow the same pattern as previous ones: create awkward situations for women, amplify their self-doubt, and then deliver a passive-aggressive reminder about self-acceptance—all captured on camera.

I might be the only one who isn’t enamored with this campaign, but I find it troubling to put women’s insecurities on display just to sell beauty products. It feels superficial and, frankly, unhelpful.

The Campaign Setup

In the campaign, Dove set up two entrances to a building, each labeled with a sign: one said “AVERAGE,” and the other “BEAUTIFUL.” A hidden camera recorded women as they chose which door to walk through. One woman even reflected on whether she was choosing based on societal pressures or her own beliefs. Honestly, isn’t it clear that we’re inundated with messages that make us question our worth? With unrealistic portrayals of beauty plastered everywhere, it’s tough to feel confident in our skin.

This ad claims to be empowering, but one woman felt so uncomfortable that she opted to walk away entirely. I mean, who knows what that building was for? It could’ve been a DMV or a passport office—she might’ve just been overwhelmed by the whole thing and decided it wasn’t worth it.

Enough is Enough

Dove, seriously, enough is enough. I’m sure I’m not the only one tearing up after watching it, but it’s not because I’m moved. It’s the weight of constant judgment and the pressure to act like we’re untouched by it all.

The ad concludes with, “Beautiful is a great word. So why not see what is on the other side of that?” How about we consider other words like strong, smart, or compassionate? If those were the labels, I bet women would walk right through without hesitation. Dove has had some success with campaigns that celebrate diverse races and body types, and I wish they would stick to that. Let’s stop exploiting women’s insecurities—especially when the advertising industry contributes to them in the first place. We’re not lab rats in a maze; we’re real people.

Conclusion

In summary, Dove’s #ChooseBeautiful campaign raises more questions than it answers. While it aims to empower women, it ultimately highlights the ongoing struggle with self-image and societal expectations. Let’s focus on celebrating our strengths instead of reinforcing insecurities.

Dove’s Controversial #ChooseBeautiful Campaign

The Campaign Setup

Enough is Enough

Further Reading

Conclusion

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