The video depicts a beauty pageant where female contestants go through pain and suffering to change their physical appearance and conform to stereotypes to impress the male judge. It shows the contestants preparing in the dressing room by applying makeup, dresses, and changing their looks unhappily. Throughout the video, Beyoncé contrasts the contestants' initial and final appearances through cuts between her singing with trophies and eventually destroying them, representing how the pageant forces her to pretend to be someone she's not. The video uses props, settings, and sound mixing associated with pageants and performances to emphasize the darker realities behind changing one's looks to please others in such competitions.