What would you say if someone asked you to trade a year of your life for the perfect body? Startlingly, nearly half of Australian women – 44% to be exact – would consider saying yes. These findings, revealed by The Real State of Beauty Report, a global study by Dove, highlight just how deeply societal beauty pressures are ingrained. As many of us struggle through ambitious New Year’s resolutions, Dove is challenging us to flip the script and stick to New Year’s Un-resolutions. And, rather than striving for unattainable ideals, they’re encouraging women to let go of the “pursuit of perfect” with their new #NewYearsUnresolution campaign. Starting 1 January 2025, Dove rolled out a four-week science-backed content series designed to redefine how we approach resolutions. And, our relationships with our bodies.
What are un-resolutions?
Unlike traditional resolutions that often focus on weight loss or physical transformations, Dove’s “un-resolutions” are about undoing, unlearning, and rejecting toxic beauty ideals. The program dives into four transformative topics:
1. Healing the Relationship with Your Body. Explore ways to embrace your body, even amidst the relentless pressures of modern beauty standards.
2. Understanding Body Confidence. What does it mean to feel confident in your body, and how can you integrate that confidence into your daily life?
3. Challenging Influences on Body Image. Examine how societal norms, social media, and advertising impact how you see yourself – and learn how to resist them.
4. Defining Beauty on Your Own Terms. Embrace your individuality by setting your own standards for what beauty means.
A bold move against toxic beauty pressures
“For 20 years, Dove has worked to improve self-esteem and body confidence among young people,” says Tess Giordimaina, Marketing Manager for Dove ANZ. “Now, we’re extending that support to women, many of whom have carried the weight of unrealistic beauty standards since childhood. This new year, we’re asking women to shift their focus from negative societal ideals. [And, aim] for goals that truly bring them joy.”
One of the campaign’s most interactive elements invites participants to set their own #NewYearsUnresolution. Women can write down a beauty-related resolution they’re leaving behind, rip it up, and share their journey digitally through TikTok or with a physical sticky note.
Professor Phillippa Diedrichs, a body image expert at the University of West England, applauds Dove’s efforts. “Traditional resolutions often prioritise changing our bodies, which can lead to unfulfilling and harmful cycles. This content series is an empowering invitation for millennial women to break free from societal pressures and redefine their relationships with their bodies.”
The bigger picture
The statistics are sobering. Dove’s research shows millennial women have the lowest body confidence compared to previous generations. Coupled with the fact that Australian women outpace the global average in their willingness to sacrifice a year of their lives for an idealised appearance, it’s clear that these pressures are taking a toll.
This initiative is part of Dove’s larger mission to turn beauty into a source of happiness rather than anxiety. Over the last two decades, the Dove Self-Esteem Project has reached over 114 million young people across 153 countries. Now, with their first-ever self-esteem project for women, Dove is taking a bold step to extend that impact to a broader audience.
How to get involved
Ready to un-do, un-learn, and unburden yourself from the “perfect body” myth? Visit dove.com/self-esteem/women to access the content series and begin your journey toward redefining beauty on your own terms. Starting by making – and sticking to – your own New Year’s un-resolutions!
