Yesterday in Park City, UT, legendary beauty brand Dove premiered Selfie, a new documentary short film with Sundance Institute illustrating how beauty has been redefined since the launch of the Campaign for Real Beauty ten years ago.
It was during that time that Dove discovered that only 2% of women around the world believed they were beautiful. To help combat that feeling, the brand launched the Campaign For Real Beauty’ and ignited conversation about the need for a wider definition of beauty. Clearly something worked – in a study that took place this year Dove determined that 62% of women feel they are responsible for influencing their own definition of beauty, nearly triple from the 23% ten years ago.
To illustrate this point, Dove released Selfie. Directed by Academy Award-winning documentary filmmaker Cynthia Wade and produced by Sharon Liese, Selfie captures the journey of multiple generations of girls and their mothers in the Berkshires of Western Massachusetts as they create a new type of selfie that celebrates their unique beauty.
Dove is committed to creating a world where beauty is a source of confidence, not anxiety and hopes to make this vision a reality by inspiring all women to redefine beauty and share their own beauty stories using #BeautyIs.
Oh - and if you haven't already, see the film here. It's a game-changer.