Sunday, April 27, 2014


The Dove: Patches basically emphasize a positive state of mind which can help women feel prettier and in turn build their self-esteem. Sounds like a miracle doesn't it? As to how that is even possible, I suggest you take a look at this video I have embedded below which went viral and gathered about 41.4million views within ten days.

Patches is actually a recent ad campaign by Dove, an extension of it's Real Beauty campaign. According to Dove, with Patches they hope that women will be inspired by the idea that a positive state of mind can help them feel prettier.

Dove: Patches from Dove Pakistan on Vimeo.

The Dove: Patches 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. After two weeks, the women returned feeling more confident in the way they look to find out that the patch contained nothing and the change was only in their state of mind.

Although this idea has been heavily critiqued in some quarters, I feel Dove has a finger on the pulse as far as women are concerned. The campaign is global in 66 countries including Pakistan. Here in Karachi the launch event was held at Verde Bistro Cafe where notable bloggers and influencers were invited among successful women.

Aisha Randhawa, a notable blogger present at the event said after watching the Dove: Patches video,
I really feel beauty is within, one just needs to identify the strengths and focus on positives of life. Dove: Patches is a brilliant experiment, it makes you realize that beauty really is a state of mind.”

Maha Kazmi, a beautiful and talented singer completely agreed with the message in the Dove: Patches
video. She said, “In all fairness, we wear ourselves insides out. As much as we try to conceal what we
are inside, others will perceive it. It is absolutely necessary that we truly believe that we are beautiful'




Dove is sending out a strong message to women the world over to help counter their low self-esteem issues, it has set a goal of reaching 15 million young lives with self-esteem programming by the end of 2015 envisioning confident and strong young women because as women become more confident about the way they look and feel, personal relationships flourish and they develop a more optimistic outlook on their daily life and in turn inspire the next generation.

 You can also watch the Dove: Patches film at and join the conversation at #BeautyIs.

 What are your views regarding this ad campaign from Dove?

*this is a sponsored post

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