Dove tries to tell women their beauty is innate through placebo patches

As part of Dove's campaign to show women that their beauty comes from within, this new spot takes the placebo effect to another level.

A selection of women are told to wear a "beauty patch" for a period of time, while keeping a daily video diary.

At first they don't feel a thing, but slowly they start to feel more beautiful each day. When they are told that the patch was a placebo, they react with the same (admittedly ever-so-slightly annoying) optimism they have displayed in their video diaries.

Brand: Dove

Agency: Ogilvy and Mather Brazil

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