Dove has done it again! The company is no stranger to creating amazing and inspiring ads to target young girls and women. For its #ChooseBeautiful campaign, Dove traveled to San Francisco, Shanghai, Delhi, London and Sao Paulo to prove that beauty is a choice.

They conducted a study on if women would choose the word beautiful to describe themselves. They found that 96 percent of women said they wouldn’t, and about 80 percent said there is something beautiful about them.