New Dove ad encourages women to 'Choose Beautiful'

Dove launched a new campaign this week called "Choose Beautiful."

The skin care company released a video Tuesday showing women in five different cities around the world choosing whether to enter doorways marked "average" or "beautiful." Then they interviewed the women about the choices they made.

"I walked in the door that said 'average' and I didn't feel really good after that because obviously I had rated myself average," a woman says in the video.

The advertisement, aimed at encouraging women to see themselves as beautiful, was filmed in San Francisco, Shanghai, Delhi, London and Sao Paulo.

"Dove believes feeling beautiful is a personal choice women should feel empowered to make for themselves, every day," the company said in a statement.

According to Dove research, 96% of women do not use the word beautiful to describe themselves.

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