Women Are Hiding From the Camera and Their Own Beauty

Dubai, United Arab Emirates, (July 15th, 2013) – Women are missing out on some of life's most memorable moments because they are not happy with the way they look.  Anxiety about their appearance prevents them from capturing precious memories, including photos of a beach vacation, their own wedding pictures, or even photos of the birth of their child.  Sadly, 77% of women are camera shy, citing that they often feel self-conscious or uncomfortable having their photo taken because they do not feel they are beautiful according to new Dove global research.   Dove is committed to creating a world where beauty is a source of confidence, not anxiety and in response created a short film, Camera Shy, to raise the question why women hide from the camera as an adult, but loved the camera as a little girl.  Women should feel confident to smile for their next photo so they do not lose out on capturing their precious memories. Dove encourages women to celebrate their own beauty with tips to help them “say goodbye to being camera shy.” 

“We know that women are very self-critical when it comes to their looks and that this can have an impact on self-esteem, confidence and happiness,” said Madhusudhan Rao, VP, Marketing, Unilever, North Africa and Middle East. “This study shows that women, who are their own worst beauty critic, have anxiety that stops them from feeling confident in front of the camera and causes them to miss out on capturing important moments in their lives. We want that to change.”

Women struggle to see the beauty in themselves. Dove wants to inspire women to reconsider their beauty and recognize that they are more beautiful than they think.  Encouraging women and the next generation to develop a positive relationship with beauty can help raise their self-esteem and thereby enable them to realize their full potential. 

Girls mirror their mother's behaviors about beauty, confidence and self-esteem. It is important that mothers recognize the beauty in themselves and set positive examples for their daughters.
Dove wants to remind women to recapture the feeling they had when they were young and fearless in front of the camera, embrace their own beauty without reservation and pass those lessons on to a girl in her life. The brand has set a global goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached 11 million so far.  Together we can create a world where beauty is a source of confidence, not anxiety for women and girls of all ages. 

Dove Global Research: Key Findings 

Beauty anxiety is the main reason why women are camera shy.
• More than half of women (57%) admitted that worrying how they will look is likely to have a negative impact on how they feel in front of the camera
• 65% of women say having their photo taken/uploaded makes them more anxious about their looks than if they were speaking in public (47%), going on a first date (44%) or going to a job interview (41%) 
• 36% of women admit they started to become more camera shy between the ages of 11 – 20 years of age
• 55% of women are more camera shy now compared to 10 years ago

Women are missing out on capturing memories.
• 63% of women have destroyed photos of themselves
o  Digital photos are even more likely to be destroyed than printed copies (55% vs 25%)
• 19% of women do not have photos of a once-in-a-lifetime vacation, 14% of their wedding day and 17% of the birth of a child
• Nearly 1 out of 3 have stopped photos being taken or later destroyed photos of a beach holiday, a significant party with friends/family and even their own graduations

Digital photos are increasing women's sense of camera shyness.
• Being tagged in a photo on a social network causes more than half of women to feel more anxious about the way they look
• Almost half (46%) have de-tagged, deleted or removed a photo of themselves
• 41% have done something to a photo of themselves to enhance their looks before posting it online

Dove Wants All Women to Celebrate Their Own Beauty
Dove research confirms that women are their own worst beauty critics and will actively avoid situations when their appearance is brought into the spotlight, such as having their photo taken. When confronted with a photo of themselves over half of women (55%) only saw the negative, considering themselves “unattractive,” “ugly,” or “too fat.”

To help women say goodbye to a camera shy mindset, Dove Global Self-Esteem Ambassador Jess Weiner offers these tips:

• Ban beauty-bashing comments such as 'I look so fat' or 'I'm having bad hair day.' Negative talk makes everyone feel anxious about their looks. The more positive affirmations you make about her own beauty, the more her self-confidence will soar.

• Nobody is perfect. Remember that those “perfect” images of celebrities have been styled and retouched by a team of professionals from start to finish. There is no such thing as perfect beauty.

• Women should not get caught up about how they look in a photo, but rather think about when they are 70 and remember how great it will be to have captured that time in life.

• Finally, Focus on Making Memories. Instead of stressing about looks in a photo, women should think about how they will FEEL when looking back 5, 10 and 50 years from now remembering the joy they had at the beach with family or the celebration shared with friends. When women focus on the type of memory being made, they will find that their face and body will relax, resulting in more natural, genuine smile and true enjoyment. 

View the Dove Camera Shy film at http://www.youtube.com/user/dovearabia and join the conversation at #MyBeautifulSelf. You can also view the English video at http://www.youtube.com/watch?v=SPFsa6FLvlg

ABOUT DOVE

Dove, manufactured by Unilever, is one of the leading personal wash brands in Arabia.  One in every three households uses a Dove product*, which includes beauty bars, body washes, face care, anti-perspirant/deodorants and hair care. Dove Men+Care™ is the newest range of products from Dove, developed specially for men. Dove is available across Arabia in supermarkets, pharmacies and grocery stores.

*Kantar Household Panel Feb 2013

ABOUT UNILEVER

Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. We work with 171,000 colleagues around the world, and we are on track to generate annual sales of €50 billion in 2012. Over half of our company's footprint is in the faster growing developing and emerging markets (56% in 2011). Working to create a better future every day, we help people feel good, look good and get more out of life. Our portfolio includes some of the world's best known brands such as Knorr, Persil / Omo, Dove, Sunsilk, Hellmann's, Lipton, Rexona / Sure, Wall's, Lux, Rama, Ponds and Axe.
Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at www.unilever.com/sustainable-living/.
Unilever has been recognised in the Dow Jones Sustainability World Indexes for 14 consecutive years. We are included in the FTSE4Good Index Series and attained a top environmental score of 5, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. In 2011 Unilever led the Climate Counts Company Scorecard and for the second year topped the list of Global Corporate Sustainability Leaders in the GlobeScan / SustainAbility latest annual survey (2012). The company is an employer of choice in many of the countries in which it operates and is seen as a symbol for innovation and leadership development.
For more information about Unilever and its brands, please visit www.unilever.com.