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VIDEO: According to Dove, beauty is a state of mind

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Feeling like you’re not beautiful enough to compete in a world where skinny, young and blonde are the only qualities that matter? Here’s a piece of advice for you: Beauty is a state of mind, at least according to mass beauty brand Dove.

Dove has released a video of its social experiment which was conducted in response to recent findings that 80% of women feel anxious about the way they look. Guided by psychologist and New York Times best-selling author, Dr. Ann Kearney-Cooke, the experiment invited women to wear a revolutionary beauty patch called RB-X for two weeks, and keep a visual diary of how the product has affected their lives through the way they view themselves.

A fortnight later, participants reported feeling more beautiful and more confident about the way they looked, with astounding effects on their lives through improved social interactions. Seems like a wonderful product for women with self-esteem issues, right? Your mom telling you you’re beautiful can only help you so much, so a patch which could alter brain chemistry to make you feel comfortable in your own skin sounds great.

But here’s the catch – there’s nothing in the patch. It’s the placebo effect that made the women feel beautiful and improved their self-esteem. The conclusion of the study? You’re the only one who can will yourself to feel and be beautiful.

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