Dove proves that beauty is a state of mind

Dove has conducted a first-of-its-kind social experiment to show that beauty is a state of mind – and that the power to feel beautiful comes from within.

Dove's beauty patch

Dove self-esteem legacy two women having a conversation

During the two week social experiment led by esteemed psychologist and New York Times best-selling author, Dr Ann Kearney-Cooke, women were invited to wear a custom-made “beauty patch” which would help them feel more beautiful.

The women kept a personal account of their life-changing experience throughout the experiment. 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 was revealed that the “beauty patch” contained nothing and that the power of believing in their own beauty influenced feeling beautiful.

Feeling beautiful

"When a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way,” says Dr Kearney-Cooke. “These women, like so many others, struggle to recognise their own beauty and it severely affects their daily lives.”

The film Dove: Patches shows inspirational stories of women developing a stronger relationship with their own beauty. Chris was one of the women who participated in the experiment and recognises how important her learnings will be for her children.

“I truly believe that it is important to see the beauty in myself so I can inspire my children to feel the same,” she says. And Chris wasn’t the only one who felt a change as a result of the study. She says her husband has also noticed and complimented her new found self-confidence.

Beauty Anxiety

The experiment was carried out in response to research showing that an alarming 80% of women around the world feel anxious about the way they look, and only 4% would describe themselves as beautiful.

Jocelyn Hsieh, Dove Global Brand Development Manager says: “We hear from thousands of women every day about how their complicated relationship with beauty affects their overall confidence and happiness. 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.”

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

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