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For Dove's latest would-be viral video, the do-gooding beauty brand forced women from around the world to walk through one of two doors: one with the word "average" written above, and one marked with the word "beautiful." Then, the women who chose the "average" door are made to feel bad about their choice.
"Given another chance I would choose beautiful," one woman says in the video. "The beautiful door is completely open for me," another says. But does this completely staged door scenario actually prove anything about how women really feel about their own beauty? According to PopSugar, the video is based on a statistic stated by Dove that 96 percent of women wouldn't describe themselves as beautiful. The accompanying hashtag for the video is #choosebeautiful and there is an associated Dove Tumblr.