Dove Experiment Shows Beauty is Mind Over Matter

April 15, 2014 | Contact Author | By: Abby Penning
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Keywords: social | Unilever | confidence | women | belief

Abstract: A social experiment conducted by Unilever brand Dove revealed that 80 of women feel anxious about the way they look. The study also highlighted how the right state of mind can unlock a feeling of beauty in women.

A social experiment conducted by Unilever brand Dove revealed that 80% of women feel anxious about the way they look. The study also highlighted how the right state of mind can unlock a feeling of beauty. The results are documented in the short film, "Dove: Patches."

During the experiment, psychologist and New York Times best-selling author Ann Kearney-Cooke, PhD, invited the participants to wear a custom-made “beauty patch” for two weeks and to keep a personal account of their experience throughout the period. In the end, all women agreed that wearing the patch helped to improve their self-esteem. However, it was then revealed that the patch contained nothing, highlighting the power of their belief.

“We have heard from thousands of women [about] how their complicated relationship with beauty affects their overall confidence and happiness,” said Jennifer Bremner, brand building director, skin cleansing, in a press statement. “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 over 12 million to date.

This content is adapted from an article in GCI Magazine. The original version can be found here.