In recent years, campaigns by brands for women have been focused on the empowerment of women by building up their self-confidence.
Always feminine hygiene products introduced a new meaning to “like a girl”. The phrase is intended as an insult, and usually spoken by boys to challenge other boys: “You throw like a girl”or “You fight like a girl,”they chant mockingly. Girls are also made to believe that doing something like a girl is a negative thing, and it causes them to lose confidence in how great they can actually be.
What Always did was to turn “like a girl”into something amazing. This is how they did it:
Dove is another brand that is associated strongly with addressing confidence issues. The beauty bar talks to women who struggle to be confident in their own skin—a common issue among women all over the word.
The first campaign, Real Beauty Sketches, demonstrates how hard women are on themselves about the way they look. They obsess on their flaws and overlook what makes them beautiful.
The follow-up campaign, Choose Beautiful, encourages women to see themselves in a better light, through the encouragement of other women.
These are just a few among many other campaigns that brands worldwide have been pushing in order to help women believe in themselves.
What brings about such low self-esteem in the first place? Why are we so quick to judge one another? Why is it necessary to bring ourselves, and in the process, others down?
The short answer is this: insecurity.
When we are insecure about ourselves, we judge others the same way we judge ourselves. We pick apart how they look or behave, how they dress or speak, how they think, and what they believe. We also ridicule the ones who do exude self-confidence, and see them as vain, conceited, or delusional.
What we have to realize is this: there is no competition when it comes to greatness. Possessing talent is not something that is limited to only a certain number of people. Being successful is a personal measure and not a comparison to someone else and his or her own achievements.
When insecurity gets the better of us, it hinders us from focusing on our own development and the opportunities or blessings we are given. It prevents us from recognizing the good in others because we cannot see the good in ourselves. It scares us from seeing how good we truly are.