Inside every woman is the power to feel beautiful, confident
and radiant, according to a first-of-its-kind social experiment conducted by
Dove. Carried out in response to research revealing that an alarming 80% of
women feel anxious about the way they look1, the study 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.com/DoveIndia.
The experiment was guided by psychologist and New York Times
best-selling author, Dr. Ann Kearney-Cooke (Ph.D., Counseling Psychology) who
has spent thirty years conducting scientific research around women’s body image
and self-esteem.
During the experiment Dr. 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 life-changing 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,” said Dr.
Kearney-Cooke. “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.”
Beauty is a State of Mind
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.
One of the women who participated shared that she felt ashamed of her
arms and had always avoided shopping. A
few days into the experiment, she started to feel more beautiful and invited
her daughter to go shopping for the first time. The two of them spent an unforgettable day
together and they tried on dresses that she had never dreamed of wearing. 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 hear from thousands of women every day about how their
complicated relationship with beauty affects their overall confidence and
happiness,” said George Koshy, General Manager- 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.”
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