I am sure everybody knows the saying “Beauty is in the eye of the beholder”. But for many women this saying does not mean much since the pressure of being beautiful has become more pronounced in recent years. It seems like society in general has placed too much emphasis on physical traits rather than qualities that really matter like intelligence, kindness, diligence, resilience etc. It is increasingly harder for women to show their true worth because it is their appearance that gets noticed first. This may be partly blamed on media because every time we watch TV, read magazines and newspapers etc. we see advertisements with gorgeous-looking women. Plus the fact that we can hardly see any unattractive women in the entertainment world. Everyone is so beautiful.
The message that Dove wants to impart in their newest campaign has a lot to do with this. It is called “Dove Beauty Patches” and is about the idea that beauty is already within us, we just need to discover it. The video of the campaign starts off with women of different ages and races saying that they want to feel more refreshed, beautiful, and confident. Their disappointment in themselves clearly showing in their faces. They are then invited to be a part of a research group testing a revolutionary product called RB-X, a beauty patch developed to enhance the way women perceive their own beauty.
Conducted by Dr. Ann Kearney-Cooke, a psychologist and body image expert, the experiment started with Dr. Cooke interviewing different women with various concerns about their physical appearance and lack of confidence thereof. Among these women were Katelyn who does not like many things about herself like her nose; Tracey who says that if she was more confident, she would have the ability to approach a guy; and Chris who wonders why everybody wants to be younger and asks why older cannot be good. Dr. Cooke tells them that they are going to go through an amazing journey. There are 2 components to the research, one being the beauty patch, and the other the beauty diary that they are going to keep each day.
Dr. Cooke then asks them to stick the patch on their arm and leave it on for 12 days. The women did not feel any difference during the first few days but starting from Day 10, they started to feel more beautiful, confident, happier, and more comfortable in their own skin. After 2 weeks, the women were again interviewed by Dr. Cooke. She asked them what they are feeling now coming back after 2 weeks and the women answered that they felt significant changes in themselves. She also asked them if they would buy the beauty patch and they said that they would. Dr. Cooke then asked them if they want to know what is inside the patch. They said yes and found out that there is nothing in the beauty patch. No medicine or any special ingredient whatsoever.
Because of the experiment, these women realized that beauty is a state of mind. They do not need any patch to feel that they are indeed beautiful and worthy. This is Dove’s commitment: to create a world where beauty is a source of confidence and not anxiety. To know more about this newest Dove campaign, visit their Facebook page and Youtube channel.
Sponsored by Dove