Katie LaPotin, Red Alert Politics, January 21, 2014
Taking a page out of rival Pantene’s playbook, cosmetics company Dove is reminding women everywhere that beauty is in the eye of the beholder with its new YouTube video.
In the seven-minute video entitled “Selfie,” a group of Massachusetts high school teens and their mothers are encouraged to rethink their personal definitions of “what beauty is” through a self-portrait project. As the women come to terms with what they believe their insecurities are, they photograph themselves for an exhibit of selfies displaying true, real beauty.
The campaign is similar to the company’s viral “beauty sketches” ad last spring, where the company had a forensic sketch artist draw a group of women based solely on their verbal description to encourage female empowerment.
The film, which is directed by documentary filmmaker Cynthia Wade and produced by Sharon Liese, hopes to empower women into rethinking the definition of ‘traditional’ beauty often framed by print media, film and music. According to Dove, nearly two in three women believe social media has a larger impact on today’s definition of beauty than the more traditional methods.
“The way women are defining beauty today is changing dramatically, and social media has much to do with the change,” Wade says. “Now, we have the ability to photograph the beauty we see in our friends and ourselves. When we share these diverse images on our social networks, we are taking personal ownership and truly redefining beauty.”
Dove plans on launching the short film at the 2014 Sundance Film Festival Monday.
Watch the video below.