Digital advertising and marketing: only the best ideas worldwide, since 2003

Dove’s miracle beauty patch RB-X

April 14, 2014 at 7:36 by Jeremy Comments

Another Dove Real Beauty story is getting some impressive views and also some debate. The 4 minute film touches on the same theme of self-esteem but does so by developing an imaginary beauty patch called RB-X that miraculously makes women more beautiful by wearing it. The result is 2 weeks of video diaries showing the transformation in confidence and feelings of beauty. The twist in this tale is that the patch is actually a placebo.

This message was famously conveyed in previous Dove content including last year’s Sketches. But the current execution has caused more debate around the role of the brand and the credibility of the message. We’ll leave that to you to decide.

 

Advertise here