As part of its “Choose Beautiful” campaign, Dove visited five cities around the world, San Francisco, Shanghai, Delhi, London and São Paolo and presented two entrance options for women based on how they view themselves. People could walk through the door labelled “Beautiful” or enter through the “Average” door. At first, most of the women choose the average pathway, but as the video progresses, more and more women work up the courage to take the beautiful route.

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One woman who chose the “Beautiful” door describes the experience as “quite a triumphant feeling. It was like telling the world, ‘I think I’m beautiful.'”

Who knew the simple task of choosing an entrance could be so empowering? Watch the video for yourself below.

According to a study connected by Dove, most women (96%) said they wouldn’t choose the word beautiful to describe themselves — although about 80% said there is something beautiful about them.

The video is a part of Dove’s #ChooseBeautiful campaign that encourages women to reconsider the choice they make about their beauty and how that makes them feel.

“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” the company said in a statement. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”

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