In line with its campaigns for real beauty, Dove decided to test a new beauty product -- but there was a twist.
As the TODAY Show reports, the experiment involved a psychologist who had women wear a ‘beauty patch,’ similar to a nicotine patch worn by smokers.
The women were told that the patch would make them feel more beautiful.
At first, participants reported that wearing the patch didn't change how they felt about themselves. But after a few days, the women said they started to feel better.
“I feel beautiful, no matter if I’m sick, tired or if there’s a pimple on my nose,” one participant said.
At the end of the experiment, the psychologist sat down with the participants and asked them if they wanted to know what was in the patch.
She told the women to turn the package over to read the ingredients.
On the back, the ingredient list said, “Nothing.”
“I think it’s very clear that beauty is a state of mind,” said psychologist Ann Kearney-Cooke. “Each day [the participants] made different choices that made them feel better about themselves.”