Spoiler alert: Dove‘s new video might make you a little misty-eyed! For the brand’s latest campaign, psychologist Dr. Anne Kearney-Cooke gave a group of women “beauty patches,” which are meant to make each participant feel more beautiful by the end of the social experiment. After wearing the patches for a two-week period and documenting each day with a video diary of their progress, Dr. Kearney-Cooke asked the women to come back and speak to their results. We weren’t surprised to hear that wearing the product improved each woman’s outlook on her appearance, but we were shocked when the secret ingredient was revealed — as it turns out, the patch contained nothing!
“When a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way,” Dr. Kearney-Cooke says. “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.” Well said! Check out the campaign in full by clicking the play button below now.