It’s easy to forget that something as simple as taking a selfie can also be the hardest.
After all, the most modern of acts of self expression can also lead to a lot of self-doubt and self-criticism, particularly among young women.
It’s something Dove is keen to remind us in its new short film “Selfie” – a campaign that marks the 10-year anniversary of the Unilever brand's very successful "Campaign For Real Beauty."
They set up a social experiment in which they challenged young women from a US high school and their mums to take an honest selfie which they feel represents their unique beauty.
No hiding the mole on the side of your face you have hated for years. Or the brace you wear on your teeth. Or the nerdy glasses you usually take off whenever someone takes a picture of you. Just point and click.
It may sound easy to some of you, but as we see in the three and eight-minute edits, it leads to a lot of self-examination from both daughter and parent.
Some openly admit that they get a lot of their insecurities about their looks from their mothers.
The portraits are then shown in a gallery, where visitors attach post-it notes pointing out what makes the portrait beautiful.
Of course, the campaign will inevitably draw comparisons with Dove’s record-breaking 2013 hit, “Real Beauty Sketches”, which highlighted the stark differences between how women describe themselves and how others perceive their beauty.
And, well, that’s a very tough act to follow. After all, Real Beauty Sketches is the most shared commercial of 2013 and the most viewed ad of all time.
But, while lacking some of the emotional punch of its predecessor, “Selfie” can certainly look at itself in the mirror with pride.
Despite its length, it does not drag. Plus the conversations between the mum and daughter are compelling.
But don’t just take our word for it. In its first 36 hours, the three-minute version had already attracted more than 4,000 shares and 27,269 views, which means just over one in six people who saw it were compelled to share it – a fantastic result.