Focussing on body positivity and self-esteem

Dove engaged with key opinion formers such as writers, thinkers, leaders, and popular cultural icons at the Jaipur Literature Festival as a part of their effort to promote awareness on body positivity and self-esteem. Invoking discussions around beauty and confidence in India, Dove urged girls and women to share their voice on the state of body confidence in India.

To encourage conversations that have a positive impact on women and girls and nurture future female leaders, Dove conducted a study called “Girls and Beauty Confidence” in seven markets globally. Some of the findings are:

• Low self-esteem and body confidence prevails amongst Indian girls

Examining the impact of body esteem, pressures and confidence among girls, the research showed that 60 per cent of Indian girls do not have high body esteem. It also reported that 65 per cent girls will avoid important activities, such as engaging with friends and family and participating in activities outside of the house.

• 60 per cent Indian girls said that they feel pressured to be beautiful

Uncovering a clear and powerful correlation between an Indian girl’s level of body esteem, and her overall confidence and life satisfaction, 60 per cent of Indian girls said that they feel pressured to be beautiful. This has showed to have had the largest impact on their overall life satisfaction. Establishing that Indian girls are aware of the negative impact that media portrayals of beauty have on their self-esteem; 71 per cent of Indian girls think that very few women and girls look like the women and girls shown in adverts, movies and television.

• Indian girls want change in the existing perceptions of beauty

Demonstrating that a change in the perception around beauty in under way, Indian girls are using social media to break traditional definitions of beauty and are seeing the value in taking time out to care for themselves. This sentiment was seen higher in India than other countries. Seventy one percent think that very few women and girls look like the women and girls shown in adverts, movies and television.