You’re so pretty and You’re so beautiful are often among the first compliments girls hear the ones they hear most often. But when praise is limited to appearance, it can reinforce the idea that how girls look matters more than who they are.
Through its latest campaign, #ChangeTheCompliment, Dove encourages a shift in everyday language one that recognises girls for more than their appearance. By focusing on character, abilities, and achievements, the campaign highlights how the way girls are praised can influence their confidence and self-perception.
In India, this shift is particularly relevant. The Dove 2024 State of Beauty Report shows that women in India are among the most willing globally to give up a year of their life to achieve their ideal appearance reflecting the extent of appearance-related pressure. This begins early: 61% of girls say they feel judged based on how they look which can affect how they participate, speak up, and engage at school, at home, and among peers. Everyday comments, even when casual, can have a cumulative impact on confidence and wellbeing.
At the same time, girls are excelling across academics, sports, and creative fields, while the language used around them has not evolved at the same pace. Dove’s research indicates that when emphasis on appearance is reduced and self-worth is supported beyond looks, girls demonstrate higher confidence, participation, and self-belief. Encouraging praise that acknowledges both appearance and ability is positioned as a small change with meaningful impact.
The campaign is brought to life through a digital film that depicts everyday situations where small changes in language can influence how girls see themselves, turning routine compliments into more confidence-building ones.
With #ChangeTheCompliment, Dove continues its focus on broadening the definition of beauty by encouraging recognition of girls across multiple dimensions.
“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.” Vipul Mathur, Executive Director Personal Care, Hindustan Unilever.
