Dove inspires women to leave a Positive Beauty Legacy

By Drum Digital
25 August 2015

The project encourages women to create a positive beauty legacy for the next generation.

As part of its commitment to helping the next generation of women raise their self-esteem and realise their full potential, the Dove Self-Esteem Project delivers self-esteem education to young people (primarily girls) aged 7-17 years through lessons in schools, activities for mentors, online resources for parents and partnerships with youth organizations.

The global personal care brand believes beauty is a construct, and the research they’ve done indicates the way women feel about their own beauty is having a profound effect on the self-esteem of girls around them.

The research they did reveals that nearly three quarters of girls (71%) feel pressure to be beautiful, but are less likely to let anxiety about looks hold them back if they feel they have a positive role model.  With a troubling 8 out of 10 women saying they dislike at least one aspect of their physical appearance, all women are asked to make a difference to the lives of the next generation by ensuring their own beauty legacy is a positive one.

Dove believes all women have a role to play in setting a confident example for the next generation by feeling good about their own beauty and acting with positively towards the way they look.

Their Dove: Legacy film illustrates how important it is for women to see the beauty in themselves so that they can pass those positive feelings on to the girls in their lives.

The research shows girls can name an average of three women in their lives they look up to, with mums identified as the number one role model for more than half of them.

“Whether she is a mother, aunt, coach, teacher, or sister, every woman has the opportunity to make a difference to a girl’s self-esteem,” said Kate Swan, marketing manager at Dove South Africa.  “By ensuring their own beauty legacy is positive, all women can help the next generation of girls grow up to be happy and content, free from the pressure of beauty stereotypes and the burden of self-doubt.”

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