I am a fan of women feeling better about themselves and Dove sure knows how to encourage women to be comfortable in their own skin. For their latest campaign, women were told by researchers that Dove’s “Patches” were going to make them feel beautiful and increase their self-esteem. Women were told to wear the patches and to video record their increased confidence over the next two weeks. Many women said they didn’t notice any change right away, but after a few days, they tell researchers that they feel more social, confident and spent less time criticizing themselves. The researcher then tells the women that there was nothing in the patch and their improved confidence was themselves all along. Watch the video below.