Powerful new Dove ad asks blind women to explain what beauty means to them

The beauty giant has released the advert as part of it's 'Choose Beautiful' campaign

Dove has enlisted visually impaired women to explain what beauty means to them for its latest ad campaign.

In the same month that saw the beauty brand stir up controversy with its 'Choose Beautiful' campaign which saw women walking through doors labelled either "beautiful" or "average", the beauty giant has released another emotive ad.

The Swedish commercial sees three women, all of whom are visually impaired, discussing their worries and insecurities about their appearance, the loss of their sight and what makes them feel beautiful.

"I feel beautiful on the day when I feel like life is fun," explains Anna Bergholtz, who has been blind for 13 years. "Beauty is more of a feeling to me."

"When it feels as if I'm in the right place, doing the right things; meaningful things, I automatically feel beautiful," adds Ida Ostlund, who has been visually impaired since birth and can only see light and darkness.

"It comes from within. If you radiate warmth, humility and love, then you're beautiful to me," explains Naomi Allback, who lost her sight 15 years ago.

The advert is captioned by the brand: "How do you know that you are beautiful if you can't see your reflection in the mirror?"

Dove, which is known for its campaigns that promote beauty of natural women, used a similar message back in 2013 for a hair dye commercial which featured a blind woman explaining the importance of colour.