Choosing Average v Beautiful

In AdAge:  Newest episode in Unilever Dove's real beauty Ad campaign sets up a very simple experiment.  Sets up two doors heading to the same location in a city setting, in many countries.   One marked  Beautiful, the other Average in the local language.  More women choose average.  A broad measure of self esteem?  Or other behavior influences like handedness?   I note Beautiful is always on the left.  All people seem upper middle class and above.  Is the door understood as selecting who you are, or where you are headed?  Video at the link.