A decade since the launch of their 'Campaign For Real Beauty', Dove is challenging women to redefine what it means to be beautiful - by taking empowering selfies to disrupt the body image status quo.
It's the kind of film designed to make people feel fuzzy inside - and judging by the Youtube comments many did feel inspired - but we were left feeling unfulfilled.
'Selfie', Dove's film, asks mothers and daughters to take honest self-portraits (that means no filters or editing whatsoever, *gasps*) and feature in an public exhibition.
In said exhibition, visitors are encouraged to leave Post-It notes on the portraits, which (predictably) compliment the very features the women are self-conscious of.
In theory there are good elements to come out of the video. So we shouldn't scoff at Dove's efforts.
Rather than consuming beauty trends decided by editors of women's magazines, say Dove, social media has put the power in the people's hands.
And with 51% of Brits taking regular selfies, according to HTC, we're wielding a pretty strong army in the war against negative body image.
But, sadly, the gulf between a creative meeting in Dove HQ and the reality for many teens (and indeed adult women) who are inundated with cookie cutouts of big-breasted beauty, is pretty large.
How much autonomy does a young person have on deciding what's hot and what's not in terms of selfies? With celebrities, models and fashion magazines collectively amassing millions of followers, social media is often just another medium to make normal people feel aesthetically inferior.
The campaign underestimates the power of current harmful trends such as the Bikini Bridge hoax and the Thigh Gap (which is sadly a reality).
We applaud Dove for taking the first steps, but with the volume of doctored selfies plaguing social media, we fear this campaign may be just a drop in the ocean.
What do you think? Join the conversation at #BeautyIs
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