Negative feelings about their looks cause girls to disengage from Life.

When girls feel bad about their looks more than 70 percent age 15 to 17 avoid normal daily activities such as attending school, going to the doctor, or even giving their opinion. “Beyond Stereotypes: Rebuilding the Foundation of Beauty Beliefs,” the second Dove global report on female attitudes toward beauty, explores the genesis and development of self-esteem. The research investigates how beauty ideals impact women’s and girls’ lives globally.

The initial Dove global study revealed many women believe the definition of beauty has become limited and unattainable – negatively impacting their self-esteem. It inspired the Campaign for Real Beauty. Designed to challenge beauty stereotypes and invite women worldwide to join in a discussion about beauty, the campaign has served as a catalyst to help change society’s definition of beauty. The goal of this second study was to identify positive and negative influences on self-esteem and help provide solutions for freeing the next generation from beauty stereotypes. “We should support women and girls, encourage them to enter into this crucial dialogue about beauty ideals, and keep them from shrinking away from life,” said Dr. Nancy Etcoff, a Harvard University professor and leading expert on the connection between beauty and emotion, who also collaborated on the study.

The survey polled 3,800 girls and women between the ages of 15 and 64 in 11 countries: Brazil, Canada, China, Germany, Italy, Japan, Mexico, Saudi Arabia, United States and the UK; and a follow up survey in Argentina. Several of the most striking results include:

— More than 90 percent of girls (15 to 17 years) want to change at least one aspect of their physical appearance, with body weight ranking the highest.
— More than four in ten (44 percent) of Latinas 15-64 polled would consider undergoing plastic surgery to enhance their looks.
— Hispanic-American girls (15 to 17 years) are more likely than American girls overall and globally to feel a desire to change some aspect of themselves.
— Hispanic women (15 to 64) were two times more likely to associate feeling badly about themselves with feeling unloved compared to American women overall.
— When asked what changes would make them feel better about themselves, Hispanic girls (15 to 17 years) were more likely to say being smarter than were American girls overall.
— 21 percent of Hispanic America women (15 to 64 years) put their health at risk by avoiding going to the doctor because of feeling badly about her looks – significantly higher than that of American women overall and women globally.

“These results are truly alarming,” said Dr. Susie Orbach of the London School of Economics, who helped create the study. “They demonstrate the clear correlation between physical satisfaction and self-esteem. They also capture the negative effects society’s narrowly defined beauty ideals are having on women and girls, who must be encouraged to overcome these damaging beauty stereotypes to embrace more authentic and positive ways of feeling beautiful.”

Mothers Play Key Role in Development of Girls´ Self-Esteem

One of the goals of the Dove report was to identify who plays a crucial role in the development of self-esteem. The study reveals that mothers—particularly in Latin cultures where the sphere of influence is more closely centered on the home and family–as well as girlfriends or peers have the earliest and most powerful influence on a girl’s feelings about beauty and body image, but their nature is different. While maternal influence is related to higher physical satisfaction and self-esteem levels, the influence of girlfriends is related to lower satisfaction and self-esteem. Findings include:

— 61 percent of all women and 69 percent of girls (15 to 17) feel that their mother has had a positive influence on their feelings about themselves and their beauty.
— 51 percent of all women (46 percent of girls 15 to 17 and 53 percent of women 18 to 64) report that they wished their mother had talked to them more often about their beauty and body image when growing up.
— 56 percent of Latinas (48 percent of Girls 15 to 17 and 60 percent of women 18 to 64) report they also wished their mother had talked to them more often about their beauty and body image when growing up

“These findings clearly demonstrate the power of the mother-daughter dialogue to positively influence a girl’s self-esteem, body image and satisfaction,” said Dr Etcoff. “We know from the study that women are longing for affirmation of their unique, individual beauty, both for themselves and for younger generations. The mother-daughter bond has great potential for empowering girls and making a real difference for future generations.”

Dove created a comprehensive resource to help facilitate conversations between mothers and daughters available at campaignforrealbeauty.com. The Web site includes “True You,” a free downloadable workbook; tips for encouraging self-esteem; a “self-check” quiz; expert advice and discussion boards.

Freeing the Next Generation from Beauty Stereotypes

According to the Dove global report, women expressed a strong desire for early discussion and dialogue with young girls, especially regarding body image:

— 90 percent of women believe it is important to actively engage young girls about having a realistic and healthy body image.
— More than 50 percent of women strongly wish that the next generation learns to eat healthily instead of dieting.
— Nearly 80 percent of women report that there is a need to start talking to girls earlier in their lives about real beauty.

“As a mother, I feel passionate about the importance of supporting women and girls and encouraging them to enter into this crucial dialogue and discussion about beauty ideals and body image,” says Giselle Blondet, Actress, author, and mother of a 13 year-old daughter.

The Dove study was initially fielded in 10 countries in September 2005, including Brazil, Canada, China, Germany, Italy, Japan, Mexico, Saudi Arabia, the United Kingdom and the United States of America. The US included a supplemental sample of Hispanic women 15-64. A follow-up study was also conducted in Argentina (which is excluded from the global findings). The research was conducted by StrategyOne, an applied research consulting firm, in collaboration with Dr. Nancy Etcoff (Harvard University), and Dr. Susie Orbach (London School of Economics/ Sociology Department). Methodology: International phone survey among 3,800 girls and women aged 15 to 64 utilizing the field services of Mori International. Depending on respective country size, 100 girls (15 to 17 years) and 200 to 300 women (18 to 64) were questioned per nation.