Dove Does it Again: New Ad Campaign is a Tearjerker
Posted Thursday April 10, 2014 6:15 AM GMT
Dove’s “Real Beauty” campaigns have a history of tugging on our heartstrings. (If you need proof, just watch this FBI sketch artist video.) Their most recent project follows suit, proving that real beauty comes from within.
A group of women signed up to test a new product called the “RB-X Beauty Patch,” which promised to make them feel more beautiful. For two weeks, they were instructed to wear the patch 12 hours each day and document their progress via video diaries. While they didn’t note any changes in the first 24 hours, by the end of two weeks they all said they felt more beautiful, confident and happy.
"I've been more comfortable in clothes I didn't wear before, more comfortable doing my hair differently, showing off my face more," said one of the participants.
At the end of the trail period, the subjects met with psychologist Ann Kearney-Cooke, who informed them the patch was a complete placebo — there were no ingredients.
The results revealed a powerful truth: That real beauty is already within us. But they also unveiled an ironic subsidiary: That women are deeply vulnerable to a good marketing ploy. If we can fall for a silly patch, what else do beauty companies — including Dove — make us buy into? Head to our http://on.fb.me/14Vs3WK " target=""> Facebook page to share your thoughts and watch the full campaign below.