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.
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.
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