Fool Proof Beauty

Dove’s “Beauty Patch” seeks to empower women by fooling them. Dove has always spoken to women by telling them to embrace their natural beauty while reinforcing them to buy their beauty products. I like the message, but wonder how much of it is truth or just a marketing ploy. But hey, it’s better than most messages that we get from media ads directed at women today.

dove-patches-hed-2014
A beauty patch is something to help women look and feel better. Okay, but how can a self adhesive sticker to your arm significantly impact how you feel about yourself? Clearly it can’t be life altering. The participants in a study conducted by Dove were asked to leave the patch on for 12 hours a day for two weeks and record a video diary about how they felt throughout the process. The participants weren’t told what was inside the patch but they knew it was meant to enhance their own view of themselves. Many said that they noticed a change in confidence and an increased willingness to try new things.
One participant said “I’d love for people to have the type of change I’ve had by trying the beauty patch.”
The sticker as you may have guessed is a placebo but the women still felt empowered and didn’t seem to care that they had been fooled by Dove. The women were of course tearful and sentimental about the patch. (Sort of cheesy if you ask me but whatever floats your boat)
As a fitness and health freak, I think the best way to feel better about yourself, regardless of gender is eating clean and working out. I wish Dove would sell that message instead of filling their customers void with a fake sticker or other beauty products. I love makeup and being a girl is fun, I don’t think women have to feel persuaded to buy a product…either they want the product or they don’t.
The one thing Dove did do right was illustrating the message “mind over matter” with their placebo patch. I thought of it as common knowledge that if you want to feel better about yourself then change your thoughts but I guess some women needed a sticker to get the message across.

Sources:
1.) Dries, Kate. (2014, April 9). Dove’s Latest Commercial is Their Most Bullsh*t Yet. http://jezebel.com/doves-latest-commercial-is-their-most-bullshit-yet-1561262984
2.) Griner, David. (2014, April 9) Dove’s Beauty Patch Seeks to Empower Women by Fooling Them. http://www.adweek.com/news/advertising-branding/ad-day-doves-beauty-patch-seeks-empower-women-fooling-them-156895

 

4 thoughts on “Fool Proof Beauty

  1. Personally, I think this advertisement is successful in evoking emotion through shock value, although I do not believe it holds much merit. If an adult whom is licensed to own a firearm chooses to keep one in their home, it is their responsibility and theirs only to keep it safely locked away from minors and individuals who do not belong using it. More gun control laws will not subdue the issue of children being injured by firearms, educating those who acquire firearms would (IMO obviously). Thanks for the great read!

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  2. I think Dove did a great job of shooting a pretty ad, but I feel like it didn’t really have much depth. The ad seems to suggest that all of women’s self-esteem issues are all in their/our heads, but it is so much more than that. I think Dove usually does an okay job (no matter how hypocritical) from an ad perspective, but this one missed the mark for me

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  3. As for this one- I agree. It is a difficult and fine line to walk between inflating a woman’s confidence and undermining it by offering an item that will supposedly make her feel better. Dove is definitely ahead of other personal product companies in terms of healthy advertising, but seem to still have a long way to go. We should strive to promote happy and healthy women through happy and healthy activity, rather that purchases. Great post, I enjoyed reading your thoughts!

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