New “Like a Girl” Campaign to Redefine Phrase and Build Confidence #LikeAGirl

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It is no secret that confidence declines as girls hit puberty. In fact, a study from Research Now and sponsored by Always, found that more than half of the girls surveyed (about 1 out of 2) claimed to experience a drop in confidence at puberty.

Bringing this statistic to life, the brand recently partnered with award-winning documentary filmmaker Lauren Greenfield (“The Queen of Versailles”) to reclaim the popular phrase “Like a Girl” via a video to show how people of all ages interpret the phrase, and subsequently, redefine it as an expression of strength (helping to fight the negative stereotypes that impact young women’s confidence at puberty).

Check out more findings from the survey and be sure to check out the video “Like a Girl” below:


  • More than half of girls (about 1 out of 2 or 56 percent) claimed to experience a drop in confidence at puberty.
  • Lowest confidence moments for girls were when puberty started and when they got their first period; a close second were starting middle and junior high school.*
  • Hispanic females cited the largest drop in confidence at puberty (60 percent), while fewer African American girls (50 percent) claimed to have a drop in confidence than Hispanic or Caucasian girls.
  • Girls who saw a drop in confidence during puberty are more likely to claim they started puberty either before or after their friends.
  • The advice most females would give to their younger selves is “you’re not alone” and “you’re not as awkward as you feel.”


  • The majority (89 percent) of females aged 16-24 agree that words can be harmful, especially to girls.
  • Only 19 percent of girls have a positive association toward the phrase “like a girl.”
  • More than half (57 percent) of females think there should be a movement to change the perception of the phrase “like a girl.”
  • Four in five (81 percent) girls would support Always in creating a movement to change the perception of “like a girl.”

Always - #LikeAGirl

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