Dove has launched a new campaign called #ChangeTheCompliment, encouraging a shift in how girls are complimented—moving beyond appearance to focus on character, skills and accomplishments.
The campaign highlights that phrases like “You’re so pretty” or “You’re so beautiful” are often the first and most common compliments girls receive. Dove states that when praise centers solely on appearance, it teaches girls that how they look is more important than who they are.
The campaign promotes celebrating girls for who they are and what they can do, suggesting that a change in everyday language can help build confidence rooted in self-worth rather than looks.
In India, Dove says the need for this shift is urgent. The Dove 2024 State of Beauty Report found that women in India are among the most willing globally to give up a year of their life to achieve their ideal appearance.
The report also notes that 61% of girls in India feel judged based on how they look, which can affect their willingness to speak up and participate in school, at home, and among peers.
The campaign points out that even casual comments can influence self-image, daily confidence, and overall wellbeing. Dove’s research shows that reducing appearance pressure and promoting self-worth beyond looks can lead to greater confidence, participation, and belief in oneself.
By celebrating their strengths and capabilities—not just their appearance—we can help build lasting confidence and open a world of possibility.
Dove calls for a small change—praising girls as “beautiful and bold”—as a way to help reshape what the next generation values.
“Girls today are winning medals, topping classrooms and owning creative spaces—but the language around them hasn’t quite caught up,” the brand said in a release.
“Dove’s research shows that when appearance pressure is dialled down and self-worth is built beyond looks, girls show up with greater confidence, participation and belief in themselves. Dove’s call to praise girls as “beautiful and bold” is a small shift with outsized impact—one that helps reshape what the next generation learns to value.”
“Dove’s global research shows that low self-esteem begins far earlier than most of us realise—even among young girls in India,” said Vipul Mathur, Executive Director Personal Care, Hindustan Unilever Limited.
“When a child feels held back at school or in daily life because of how she thinks she looks, it’s clear this isn’t superficial; it directly impacts her ability to thrive. Through #ChangeTheCompliment, Dove is urging parents, caregivers and educators to rethink the messages we give girls.
By celebrating their strengths and capabilities—not just their appearance—we can help build lasting confidence and open a world of possibility. Dove’s mission is simple: to ensure every girl grows up knowing her worth runs far deeper than how she looks.”
