DOVE “Selfie” Redefines How We Perceive Beauty

Dove is once again helping women to redefine the meaning of beauty. First introduced last week at the 2014 Sundance Film Festival, the Selfie short film explores how social media is shaping the way we perceive beauty. You may have seen a trailer but the full video is here.

According to an article on Mashable, at the backbone of Selfie is research conducted by Dove which revealed 63% of women believe social media is influencing today’s definition of beauty more than print media, film and music. The film, directed by documentary filmmaker Cynthia Wade and produced by Sharon Liese, aims to empower women to redefine the traditional perception of beauty found in glossy magazines and movies.

“The way women are defining beauty today is changing dramatically, and social media has much to do with the change,” Wade said. “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.”

It’s also really interesting to hear the Mom’s perspectives. That even as adults, teenage insecurities and social expectations still affect their attitudes and behavior.

I think this was a great strategy by Dove to increase its brand exposure and really use the power of social media (or at least a selfie) to drive its brand message across audiences. Not only is it already successful on a PR level by gaining national media exposure, I’m sure the added awareness is going to create record levels of social engagement.


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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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