Gloria Steinem once said, “Every time a woman passes a mirror and criticizes herself, there’s a girl watching.” It’s this sentiment that the beauty brand Dove captures in its latest Self-Esteem Project film Legacy.
Produced by Ogilvy Paris, the video opens with five women being asked to write a list about what they like and what they don’t like about their bodies. Their daughters are then asked the same questions. Not surprising, but startling to see in action, the girls’ lists reflect those of their mothers.
According to Dove’s research, when girls have a positive, body-confident role model in their lives, concerns about their own appearance are less likely to influence their self-esteem.
“The way a girl feels about her beauty, starts with how you feel about yours.”
In the company press release Jennifer Bremner, director of Marketing at Dove says, “Whether a mother, aunt, coach, teacher or sister, all women can set a positive example for the next generation by expressing their own beauty with confidence. It’s only when women see the beauty in themselves that they’re able to pass on positive feelings of beauty to the girls in their lives.”
Yes, Dove is a mega beauty brand that is charged with selling us beauty products, but Legacy is a powerful reminder that “The way a girl feels about her beauty, starts with how you feel about yours.”