The Latest Subject of Dove's Beauty Effort: The Selfie

'Selfie' Is Directed by Documentary-Maker Cynthia Wade

Published on .

Continuing its efforts to lift the veil on women's self-image (as explored in campaigns such as Real Beauty Sketches), Unilever's Dove brand has commissioned a short film. "Selfie" was shown at the Sundance Film Festival and will tie in with a social-media campaign.

The seven-minute film (a three-minute version of which can be seen here ) is directed by documentary filmmaker Cynthia Wade and produced by Sharon Liese, the creator and executive producer of the 2008 documentary High School Confidential. It challenges a group of young girls to "make an honest selfie" and have their mothers do the same. The photos are then uploaded to a gallery on a newly created website, dovebeautyis.com, where viewers are encouraged to debate what beauty is using the social media hashtag #beautyis.

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