DOVE PROVES THAT BEAUTY IS A STATE OF MIND
New Social Experiment Illustrates the Ongoing Conflict Women Have with Recognizing their Beauty
Mumbai, April 10th 2014: 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.”
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.
About Dove
Dove,
manufactured by Hindustan Unilever Limited, provides a range of
products that include beauty bars, body washes, shampoos, conditioners,
body lotions, face washes, hair oils & antiperspirant/deodorant.
Since 1993, Indian women have relied on Dove for beautiful skin and
beautiful hair from 2007. Dove is one of the fastest growing brands in
India. Dove is available nationwide in modern trade, drug and mass
outlet stores.
Mission:
To invite all women to realize their personal potential for beauty by
engaging them with products that deliver superior care. Dove believes
that beauty
should be for everyone because looking and feeling your best makes you
feel happier.
Explanation of the mission:
Dove is committed to helping all women realize their personal beauty
potential by creating products that deliver genuine improvement
to the condition of your skin and hair. Dove believes that beauty
should be for everyone, because when you look and feel your best, you
feel better about yourself.
About Hindustan Unilever Limited
Hindustan
Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company touching the lives of two out of three Indians. HUL works to
create a better future every day. We help
people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
