Over the years we’ve all become very familiar with Dove’s unique beauty campaigns. Whether controversial, thought provoking, or tear inducing the ads always seem to inspire lively conversation. In this respect, their latest “Beauty Patch” ad is no different, leaving some feeling that “ah ha” moment after viewing the spot and others saying Dove has missed their mark this time around.
In the video we see numerous women talking about their insecurities to a psychologist. Some discuss parts of their bodies they believe are unattractive while others express how they are not confident enough to approach men. The psychologist then hands them an RB-X “beauty patch” from Dove and tells them to wear it for 12 hours after which they will begin to feel the effects. The women are not told much about what the patch will do but in their daily video diaries they begin explaining that they feel more confident and beautiful.
During their second visit with the psychologist it is revealed to the women that there was nothing in the patch even though they all reported feeling more beautiful. Some meet the information with tears and they all come to the heartfelt realization that they don’t need a product to feel beautiful.
But not everyone agrees that the ad is as inspirational as the women in the video say it is. Some feel it is patronizing to women and makes them out to be too gullible. While others think Dove should stop focusing on insecurities in women and create ad campaigns with women who are already confident about their bodies.
Former ad executive Cindy Gallop agrees that Dove may have pushed the envelope a little too far with this ad but also points out that it has generated a lot of conversation which may not be such a bad thing. Gallop is quoted in Market Watch saying, “The fact that they are stimulating dialogue, that we are talking about this, in whatever context, is terrific. And it’s all tremendous fodder for them to take the campaign forward in an even stronger way next time out of the gate.”
What do you think of the new “beauty patch” ad from Dove?
Did you enjoy seeing some of the previous Dove Real Beauty campaigns?
I normally really enjoy Dove's empowering women commercials, but this one I didn't like. I feel like it shows that women are gullible and in a way stupid. It shows how strong your mind truly is, small things like this can trick your mind into anything. Women should not be "tricked into feeling beautiful. If they really have that low of confidence they should maybe seek a counselor.
I hate this ad. I feel this ad showcase the women's gullibility, insecurity and stupidity. Dove should get back to touting their products' benefits. Playing psychological games with women's fallacy about beauty is getting old.
I don't really like this commercial. That women can't find this inner strength from within, until they have a phone patch on them? If you really feel down on yourself, I don't think a magic patch is going to change that.
Wow I did not know that Dove was doing a patch. Beauty comes from within and shines outward.
Like they say, anything that gets people talking about a product (whether good or bad) helps people remember the product when they go to the store, and not always the for the "bad" reason. So it's probably effective advertising even if some think it misses the mark. And for most of us who go to psychiatrists, we all know the power of the "placebo" effect, and it's VERY powerful.
Just goes to show that your opinion of yourself and how you feel about beauty and worth is rooted from what your mind tells you to believe. Too bad that we as a female society depend on others to give us self-worth by false claims and don't take the initiative on our own to be strong and admire ourselves for who we truly are or what we can become.
I liked the past ads from Dove and "empowering" women, but this one is a MISS!
I'm conflicted about this ad, but I think I agree with Cindy Gallop that it's stimulating dialogue, and that's a good thing.
I would prefer ads that focus on explaining the specific benefits of their personal care products - such as 'why' this body lotion or 'that' deodorant is either more effective or a better purchase. I don't have much confidence in the professional assessments of any doctor who would appear in an advertisement like this, and I don't have much confidence in a brand who can't explain, clear & square, the reasons I should purchase their merchandise. Makes me wonder if their stuff could be as effective as their RB-X, so I'll be staying with my current brand.