Building Self-esteem Among Japanese School Girls

Dove and their ad agency ADK Tokyo has released an experimental video “Real Beauty ID” in Japan encouraging school girls to find their own beauty.

The brand initially launched the Dove Self esteem project in 2004 to as part of an effort to help teenagers become aware of their own beauty and enhance their self-esteem.

According to the 2017 Dove Global Girls Beauty and Confidence report, only 7% of girls in Japan feel confident in the way they look – which is by far the lowest in the world.


According to Dove, 5 in 10 girls in Japan have low body esteem and will avoid important activities, such as engaging with friends and participating in activities outside the house like joining a team or club. Their research also found that 4 in 10 Japanese girls with low body esteem will put their health at risk by not seeing a doctor or skipping meals.

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