DOVE® PROVES THAT BEAUTY IS A STATE OF MIND

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According to a first-of-its-kind social experiment conducted by Dove revealed that an alarming 80% of women feel hesitant to share the way they look, the study highlights how the right state of mind can unlock the powerful feeling of beauty that lives inside majority of women. The results are documented in the short film Dove: Patches on dove.pk/patches .

The documentary was revealed globally in 58 countries including Pakistan. At the launch event held at Verde Bistro Cafe to illustrate the Social Experiment, notable bloggers and influencers were invited among  successful women who encapsulate the terms ‘beauty’ and ‘strength’.

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The Dove: Patches 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.

This first of its kind experiment designed to illustrate that beauty is a state of mind and that the power to feel beautiful comes from within. Aisha Randhawa, a notable blogger present at the event said after watching the Dove: Patches video, “I really feel beauty is within, one just needs to identify the strengths and focus on positives of life. Dove: Patches is a brilliant experiment, it makes you realize that beauty really is a state of mind.”2

Maha Kazmi, a beautiful and talented singer completely agreed with the message in the Dove: Patches video. She said, “In all fairness, we wear ourselves insides out. As much as we try to conceal what we are inside, others will perceive it. It is absolutely necessary that we truly believe that we are beautiful in order to be beautiful.”

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The Digital PR event was managed by Creative Chaos and the on ground activation by Bulls Eye 360.

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, feel personal relationships flourish and they develop a more optimistic outlook on their daily life.  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.

Dove invites all women to create a world where beauty is a source of confidence, not anxiety.  When women look and feel their best, they feel happier, and Dove believes it is important for women to see the beauty in themselves so that they can inspire the next generation.  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.

Watch the Dove: Patches film at dove.pk/patches and join the conversation at #BeautyIs.

  • Tooba Shaikh

    Out of the box idea – creative campaign. In our society, people need to understand that being ‘fair’ is not being ‘beautiful’.

  • Team PMB

    Totally agree with you. Glad to see brands like Dove taking the step when our local brands are still running after the ‘Fair’ complexion anecdote.