Mumbai: Dove has launched its latest campaign, #ChangeTheCompliment, urging parents, educators and society to rethink everyday language used when complimenting girls, shifting the focus from appearance-led praise to celebrating character, abilities and achievements.
Compliments such as “you’re so pretty” or “you’re so beautiful” are often among the first girls hear and the ones repeated most frequently. While well-intentioned, Dove highlights that an overemphasis on looks can subtly reinforce the idea that appearance matters more than who girls are or what they can do. Through #ChangeTheCompliment, the brand advocates for a small but powerful shift in language that can help nurture confidence and self-belief from an early age.
The campaign draws on insights from the Dove 2024 State of Beauty Report, which 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 pressure begins early, with 61% of girls saying they feel judged based on how they look, impacting how confidently they participate at school, at home and in social settings.
Dove’s research further indicates that when appearance pressure is reduced and self-worth is built beyond looks, girls demonstrate greater confidence, participation and belief in themselves. The campaign encourages compliments that recognise courage, kindness, intelligence and resilience, helping to broaden what girls learn to value about themselves.
“Dove’s global research shows that low self-esteem begins far earlier than most of us realise—even among young girls in India. 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,” said Vipul Mathur, Executive Director Personal Care, Hindustan Unilever Limited.
The initiative is brought to life through a digital film showcasing everyday moments where a simple change in words transforms routine compliments into confidence-building affirmations. With #ChangeTheCompliment, Dove continues its long-standing commitment to promoting a more inclusive and empowering definition of beauty—one where girls are recognised, supported and celebrated for all that they are.
