Mumbai: How do young girls look at beauty? Dove’s latest video – ‘The Perfect 10’ answers this question through a candid conversation between girls, as they become beauty editors for a day.
The Perfect 10 – Presented by Dove
The brand conducted a social experiment with a group of young girls, who were invited to select a face for the beauty feature of an international fashion magazine. The film capturing this experiment shows some raw and revealing discussions on what qualifies as beautiful for girls these days. It urges viewers to create an environment that will help young girls and women develop a positive and confident self-image, by breaking the unrealistic and unattainable rules of beauty.
Dove presents: The Perfect 10
A recently conducted ‘Dove Girls Beauty and Confidence Report (2017)’, revealed some unsettling statistics about how Indian women, especially young girls, perceive beauty. The most disconcerting of these is that 6 in 10 Indian girls do not have high body esteem and feel the pressure to look beautiful.
Dove’s campaign draws attention to these findings and sheds light on the reality that beauty stereotypes are rooted so deep in our society, that even girls as young as 10 are unable to escape them. The next generation is growing up in a world where our idea of beauty is not free of filters and airbrushing.
Through The Perfect 10 film, Dove sends out a powerful message – one that questions the narrow, rigid and preconceived ideas of beauty that are unconsciously but deeply ingrained in a girl’s mind from a very young age.
The report also revealed that 76 per cent of Indian women believe it is critical to meet certain beauty standards and 71 per cent cited increasing pressures from advertising and media to reach an unrealistic standard of beauty as a key force in driving appearance anxiety.
Acting upon these findings, Dove has also launched the ‘No Digital Distortion Mark’- an initiative that reiterates the brand’s commitment to do accurate and genuine portrayals of people, as in real life. You can expect to see this through all their static ads by 2nd January 2019.
Dove believes in the need to address unrealistic beauty standards and change them so that we can create a world where young girls can grow up to be women confident in their own skin.
Get involved at www.dove.com. Join us and #LetsBreakTheRulesOfBeauty. (ANI)