Dove published a new online video that already got some millions of views in a couple of days. It's about their new Patches, which makes women more beautiful. At the end you can see it is a placebo, and that women don't need such patches to look beautiful. Great campaign again from Dove!

Another experiment – but this time, women were offered a 'beauty patch'. It is revealed at the end that the patch is a placebo – that their new-found confidence was all their own. One participant described it as a 'life-changing experience'. Patches was primarily seeded online via YouTube and social channels, while bespoke social activity encouraged conversation using the #dovepatches hashtag.