Dove’s short film explores how social media is continuously shaping our perception of beauty. The seven minute short film called ‘Selfie’ follows a series of teenagers and their mothers who take selfies (self-images) of themselves that highlight what they feel are their insecurities about their appearance.
The film resembles the experiment that Dove did with the ‘beauty sketches’ ad which showed people how they view themselves and how others view them as beautiful. The short film is based on research done by Dove which indicated that 63% of women believe social media is influencing the definition of beauty more than print, film or music.
The film is directed by documentary filmmaker Cynthia Wade and produced by Sharon Liese. Dove’s short film hopes to empower women to redefine what they believe to be beautiful instead of what they see as beautiful on magazine covers or online.
Self-Image Beauty Films
Dove's Short Film ‘Selfie’ is Set to Debut at The Sundance Fil
Trend Themes
1. Social Media Beauty Perception - Marketing campaigns that explore and challenge the effects of social media on beauty standards hold potential for brands across industries.
2. Self-perception Exploration - Using digital platforms to encourage self-reflection can create impactful and emotional connections between customers and brands.
3. Beauty Empowerment Narratives - Producing films and advertisements that aim to empower audiences and challenge societal norms around beauty offers potential opportunities for advertising agencies and cosmetics brands alike.
Industry Implications
1. Social Media - Social media platforms and content creators could develop campaigns and features aimed at promoting body positivity and combatting the negative effects of social media on body image.
2. Advertising - Creating emotionally engaging advertisements that challenge traditional definitions of beauty could resonate with consumers and lead to long-term brand loyalty.
3. Cosmetics - Cosmetics brands that embrace diversity and champion natural beauty could set themselves apart from competitors and benefit from evolving cultural norms.