The brand urges the company to focus on education in the classroom instead of seeing young girls from the perspective of a bride-to-be.
Last year, Dove launched a movement urging the nation to confront how beauty biases are amplified during the process of finding a life partner. The campaign showed how the remarks had a profound impact on brides’ self-esteem.
As Dove addressed these anxieties and discouraged societal stereotypes in marriage building, the brand discovered a key moment of truth when first dating appearance anxiety in women started much younger – as early as adolescence. At a time when these girls should be focusing on education, they are unknowingly subjected to beauty bias by society. This early conditioning and grooming causes them to be classified according to a societal prescription for beauty, which greatly affects their self-confidence.
Dove’s #StopTheBeautyTest 2.0, the second stage of the original campaign, shifted its focus to the root of the problem – from brides-to-be to teenage girls. The film features real girls who tell real stories of how they were subjected to various beauty tests based on their looks and thus rated by society on their looks rather than their intellect/aptitude. 80% of Indian school girls have faced this test. *Based on research conducted by Hansa Research in December 2020. N=1057 women in 17 urban cities in India.
Through this effort, Dove intends to send a powerful message: change the “beauty” of its conventional purpose and put an end to newsletters based on external feedback. The brand urges the company to focus on education in the classroom instead of seeing young girls from the perspective of a bride-to-be.
The Dove Self-Esteem Project was created from a vision to empower 8 million young people by 2025 – helping them to break stereotypes, stand up for themselves, build their self-esteem and realize their full potential.
Based on this, Madhusudhan Rao, Executive Director, Beauty and Personal Care for Hindustan Unilever, said: “Over the past 10 years, with the Dove Self-Esteem project, we have been working towards a vision where beauty is a source of confidence. , no anxiety. . We want to empower young girls to rise above the unfair beauty reports they are given and be confident in their own skin. As a brand committed to taking real action to change beauty, we hope that the real-life stories of young girls will open eyes for society to take notice of and lead to behavior change. Dove is on a mission to ensure that the next generation grows up enjoying a positive relationship with their appearance.
Harman Dhillon – Vice President, Hair Care, Unilever said: “Our new campaign further reinforces our commitment to broadening the definition of beauty and ensuring its portrayal is holistic and inclusive. With Dove’s #StopTheBeautyTest initiative, we aim to shed light on the beauty toll young girls can be subjected to, lowering their self-esteem. With this campaign, we want to inspire society to look beyond beauty stereotypes and celebrate the individuality and uniqueness of every girl.
Zenobia Pithawalla – Senior Executive Creative Director and Mihir Chanchani – Executive Creative Director, Ogilvy added, “The ‘beauty test’ is such an integral part of our society that it starts as early as the school years for girls. Their face and their body become a brand sheet for society. In this campaign,
Dove shows us the plight and determination of schoolgirls not to give in to this grading system.
He urges society to stop the beauty test and start building confidence in the beauty of young girls.
Fortifying Dove’s partnership with UNICEF – through the Unilever project – Dove Self-Esteem, the brand is training teachers to deliver educational modules on body confidence and self-esteem to the younger generation as part of the life skills program.
Commenting on the partnership, Aurelia Ardito, UNICEF Education Specialist in India, said: “A quarter of India’s population is between the ages of 10 and 24. It becomes even more important to ensure that these young minds are educated and equipped with the right knowledge, skills and training, especially when it comes to self-esteem and body confidence. Through the Dove Self-Esteem Project, we empower young girls to realize their full potential and contribute to their future and their role in their community. To achieve maximum impact, we have started training teachers to deliver body confidence sessions as part of the life skills program in schools. »