Dove is celebrating the tenth year of its Campaign for Real Beauty, and is marking the occasion with the launch of a new documentary, Selfie, on its YouTube channel. 

The short film was made in partnership with Sundance Institute and Academy Award-winning filmmaker Cynthia Wade, and it shows how beauty has changed during the past decade – and how women define it.

Nancy Etcoff, director of the Program in Aesthetics and Well Being at Massachusetts General Hospital and Assistant Clinical Professor at Harvard Medical School, consulted on the research for the film. She commented:

“How we define beauty today has evolved over the past ten years. The advent of social media is an empowering tool for women to tell their own beauty story and has allowed the definition of beauty to evolve into one that is more multi-faceted and inclusive. Women are becoming their own media creators. It’s the personalization of beauty for the next generation.”

Dove wants consumers show how they define beauty by uploading a photo or 15 second video with the hashtag, #BeautyIs, on its website.

Photo: A scene from Dove’s film, Selfie.