Dove Rewrites the Language of Beauty

Dove Rewrites the Language of Beauty

Dove is challenging decades of appearance-based praise with its latest global initiative, #ChangeTheCompliment, launched on International Day of the Girl. The campaign urges parents, educators, and role models to rethink how they speak to and about young girls—replacing “cute” and “pretty” with affirmations like “kind and clever” or “strong and creative.”

Developed by Zulu Alpha Kilo’s New York and Toronto offices, the campaign spans 25 countries and includes a hero film, out-of-home activations, and social-first tools like TikTok templates and Instagram stickers. The message is clear: compliments should celebrate personality, achievements, and inner strength—not just appearance.

Marcela Melero, Chief Growth Officer of Dove Personal Care North America, emphasized the urgency: “Low confidence in appearance doesn’t begin in adulthood—it takes root in childhood. We’re asking people to praise girls for what their bodies can do, not just how they look.”

Research from Dove’s Real State of Beauty report reveals that over 60% of girls feel pressure to be beautiful, and half report dissatisfaction with their appearance by adolescence. The campaign aims to reverse this trend by shifting everyday language and sparking global conversation.

With influencer partnerships, classroom activations, and community storytelling, Dove’s #ChangeTheCompliment is more than a campaign—it’s a movement to build lasting self-esteem in the next generation.

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