Dove: Patches

Dove: Patches

We’ve discovered how to feel beautiful … Some days, we all have a hard time feeling beautiful. Even if someone pays us a compliment, our first reflex is to cast it aside. In fact, a study we carried out in 2010 proved that only 4% of women globally would describe themselves as beautiful. Just FOUR percent.

It’s no secret that we’ve made it our mission to help women worldwide uncover their own beauty potential and increase that number to a healthy 100%. Our philosophy is to empower women to believe they’re beautiful so their looks are a source of confidence, not anxiety – because we know that when a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way.

So, following on from our Real Beauty Sketches and Camera Shy Dove video campaigns comes Dove: Patches – a beauty experiment and exploration into how we can change the way we see our own beauty.

We invited a group of real women on a journey of self-discovery, bringing them face-to-face with how they perceive their own beauty by inviting them to wear a "beauty patch" every day.

Overseen by Dr Ann Kearney-Cooke, a psychologist at The Cincinnati Psychotherapy Institute and one of the leading experts in women’s body image, the women wore the beauty patch 12 hours a day for 15 consecutive days and documented their feelings in a series of daily video diaries.

At first they didn’t notice many differences, but as the experiment went on that started to change. In their daily meetings with Dr Kearney-Cooke, the women admitted that they were starting to believe in their own beauty. They felt more social. More confident being make-up free. They even found themselves more comfortable receiving compliments. They were feeling beautiful and their confidence improved day by day.

We don’t want to spoil the ending, so we won’t say any more – except to mention that things were not all that they seemed…

Take a look at the film and tell us, do you think beauty is a state of mind?