Dove recently released its latest campaign video with the tagline "Beauty is a state of mind." A series of women were invited to be a part of a research group to test a product called RB-X — a patch worn directly on the arm. Participants were asked to leave the patch on for 12 hours a day (for two weeks) and record a video diary about how they felt throughout the process.
Participants weren't told what was inside the RB-X patch, but knew it was supposed to enhance the way they see their own beauty. The women reported feeling more confident in their appearance, more social, and feeling beautiful.
The experiment was guided by psychologist and New York Times best-selling author, Dr. Ann Kearney-Cooke (Ph.D., Counseling Psychology) who has spent thirty years conducting scientific research around women’s body image and self-esteem.
When asked if they would buy the patch, the participants said yes. One participant went so far as to say, "I would love for people to have the type of change that I've had by trying the beauty patch." The catch of the social experiment: the patch was simply a patch. It did not have any mood-boosting ingredients that would produce the change the women of the study were reporting.
Beauty is a State of Mind
Throughout the Dove Patches film, it becomes clear how low self-esteem affects many elements of the women’s lives. As the women become more confident about the way they look, personal relationships flourish and they develop a more optimistic outlook on their daily routine.
Dove invites all women to create a world where beauty is a source of confidence, not anxiety. When women look and feel their best, they feel happier, and Dove believes it is important for women to see the beauty in themselves so that they can inspire the next generation. The brand has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached over 12 million to date.