Dove urges confidence-first praise with #ChangeTheCompliment campaign

Dove has introduced a new campaign titled #ChangeTheCompliment, aimed at encouraging a shift in how girls are praised in everyday interactions. Launched nationally on December 17, 2025, the initiative calls for compliments that recognise character, capability and achievement, rather than focusing solely on physical appearance.

Phrases such as “You’re so pretty” or “You’re so beautiful” are often among the earliest compliments girls hear and continue to hear most frequently as they grow up. Dove’s campaign highlights how repeated emphasis on appearance can subtly reinforce the idea that how a girl looks matters more than who she is. Over time, this can influence self-perception, confidence and willingness to participate across different aspects of life.

Through #ChangeTheCompliment, Dove is encouraging parents, caregivers, educators and peers to consciously adjust everyday language. The campaign advocates recognising girls for qualities such as curiosity, resilience, creativity and leadership, helping to build a broader and more resilient sense of self-worth. According to the brand, shifting the focus from appearance to identity and ability can have a meaningful impact on confidence.

The campaign is grounded in research insights specific to India. The Dove 2024 State of Beauty Report indicates that women in India are among the most willing globally to give up a year of their life to achieve their ideal appearance, highlighting the intensity of appearance-related pressure. That pressure begins early. Research cited by Dove shows that 61% of girls in India say they feel judged based on how they look, influencing how confidently they speak up, participate and engage at school, at home and with peers.

Dove positions everyday comments as an often-overlooked contributor to this pressure. While individual remarks may seem harmless, their cumulative effect can shape self-image, emotional wellbeing and confidence over time. The brand argues that language plays a key role in either reinforcing or reducing these pressures.

The campaign also reflects a gap between the achievements of girls today and the way they are spoken to and about. As girls excel academically, creatively and socially, Dove suggests that the language surrounding them has not evolved at the same pace. Additional Dove research indicates that when appearance pressure is reduced and self-worth is built beyond looks, girls demonstrate greater confidence, participation and belief in their abilities.

Central to the campaign is the idea of pairing compliments traditionally associated with appearance with attributes linked to capability and character. Dove’s call to describe girls as ‘beautiful and bold’ is presented as a small but effective linguistic shift that can help reframe what is valued and celebrated.

Vipul Mathur, executive director personal care at Hindustan Unilever Limited, said, “Dove’s global research shows that low self-esteem begins far earlier than most of us realise—even among young girls in India.” He added that when appearance concerns hold a child back in school or daily life, the impact goes beyond superficial issues and affects her ability to thrive. Mathur said the campaign urges adults to rethink the messages shared with girls, focusing on strengths and capabilities rather than appearance alone.

The campaign is brought to life through a digital film that portrays familiar, everyday moments where a change in words alters the message being delivered. By demonstrating how routine compliments can be reframed, the film illustrates the practical application of the campaign’s core idea.

With #ChangeTheCompliment, Dove continues its broader effort to promote a more inclusive and empowering definition of beauty. The campaign reinforces the brand’s long-standing focus on self-esteem and confidence, encouraging a culture where girls are recognised for their full range of qualities and supported to grow with a stronger sense of self-worth.