Dove releases ‘Dove Patches’ film in latest ‘Real Beauty’ campaign
Dove has released a new ad on YouTube, Dove Patches, as part of its ongoing ‘Real Beauty’ campaign, showing the effects a placebo ‘beauty patch’ had on a group of women.
The social experiment campaign, which aims to replicate the beauty brand’s viral hit Dove Real Beauty Sketches, promised a group of women that after two weeks of wearing the ‘beauty patch’ they would feel more beautiful.
The women were tasked with keeping a video diary of their changing emotions, with each one believing the “beauty patch” improved their body confidence levels.
Lucy Attley, Dove UK and Ireland brand director said: “We know that many women in the UK suffer from low self-esteem and this impacts their overall confidence and happiness.
“The Dove: Patches film demonstrates that a positive state of mind can help women feel more beautiful. The experiment also throws up some fascinating questions around whether beauty is a state of mind and shows that it is possible for women to overcome low self-esteem and unlock a greater sense of confidence. We hope it goes on to inspire many more women to change the way they see themselves.”
The ad, created by Ogilvy & Mather Brazil forms part of Dove’s Self-Esteem project which aims to build positive attitudes in young people.
Dove’s Real Beauty Sketches film, which was also released on YouTube has received more than 170 million total views to date.
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