A recent global study revealed that nine out of ten women think they aren’t beautiful. Dove's 'Camera Shy' film highlights our anxieties over beauty and cosmetics by capturing their self-consciousness in front of the camera. The film then contrasts this with footage of younger girls who, driven by their confidence, react in the opposite way, showing off for the camera without any self-consciousness. By doing this 'Camera Shy' encourages women to have more confidence in their own beauty and to stop being so critical of themselves.
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