Dove social experiment aims to prove that beauty is a state of mind

ENGLEWOOD CLIFFS, N.J. — In response to research revealing that an alarming 80% of women feel anxious about the way they look, a first-of-its-kind social experiment conducted by Dove highlights how the right state of mind can unlock a powerful feeling of beauty that lives inside all women. The results are documented in the short film "Dove: Patches" on YouTube.

The experiment was guided by psychologist and New York Times best-selling author, Ann Kearney-Cooke, who has spent 30 years conducting scientific research around women’s body image and self-esteem.

During the experiment, Kearney-Cooke invited the participants to wear a custom-made “beauty patch” for two weeks, which would help them feel more beautiful. The women were then invited to keep a personal account of their experience throughout the two-week period. All the women agreed that wearing the “beauty patch” helped to improve their self-esteem and to change their personal lives in ways that they had not imagined.

At the end of the experiment, however, it is revealed that the “beauty patch” contained nothing and that the power of believing in their own beauty influenced feeling beautiful.

"When a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way,” Kearney-Cooke said. “These women, like so many others, struggle to recognize their own beauty and it severely affects their daily lives. This ground-breaking experiment was designed to illustrate that beauty is a state of mind and that the power to feel beautiful comes from within.” 

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 hopes that all of the women’s inspirational stories featured in the "Dove: Patches" film will serve as powerful examples and encourage all women to develop a stronger relationship with their own beauty.

“We have heard from thousands of women how their complicated relationship with beauty affects their overall confidence and happiness,” said Jennifer Bremner, brand building director for skin cleansing. “By illustrating through the 'Dove: Patches' film that a positive state of mind and openness can help them feel more beautiful, we hope to inspire all women and help change the way they see themselves.”

The brand has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached more than 12 million to date.  

Watch the "Dove: Patches" film at and join the conversation at #BeautyIs.


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