Only 10% of French women have positive thoughts about their beauty. Many are very self-critical and these negative thoughts can affect their self-esteem. Dove France and Ogilvy & Mather Paris created the video ‘Mes Pensées’ (‘Inner Thoughts’) to encourage women to silence their inner critic. A sample of women were asked to keep diaries and record their negative and positive thoughts about their appearance. They then overheard a conversation in a coffee shop in which a woman appears to be berating her friend’s appearance using the same phrases. The shock of hearing these thoughts shared out loud asks us to consider – if it’s not acceptable to say it to someone else, why say it to ourselves?