The new 'Dove: Patches' campaign has been making waves online.

Skincare giant Dove's latest advert has already notched up over 1,390,000 views on YouTube since it went live on Wednesday (09.04.14) with its innovative video to enhance the way women perceive their own beauty.

Following the news that 80 per cent of British women feel anxious about their looks, Dove enlisted skincare expert Dr. Ann Kearney-Cooke to conduct a social experiment about whether beauty is simply a state of mind.

A diverse group of women dealing with confidence issues, ranging from weight concerns to ageing and post-baby body blues, were enlisted to test Dove's new 'RB-X beauty patch' for two weeks, with the promise it would boost their self-image.

Participants all reported they felt a dramatic change - at which point the patch was revealed to contain nothing at all.

Ann explained: ''When a woman feels beautiful, she radiates happiness and confidence, which inspires her life in a significant way. These women, like so many others, struggle to recognise their own beauty and it severely affects their daily lives.

''This ground-breaking experiment was designed to illustrate that beauty is a state of mind and that the power to feel beautiful comes from within.''

'Dove: Patches' is the follow up to the brand's viral hit 'Dove Real Beauty Sketches' film and aims to make beauty a source of confidence, not anxiety, for women.

Lucy Attley, Dove UK and Ireland's Brand Director, added: ''We know that many women in the UK suffer from low self-esteem and this impacts their overall confidence and happiness.

''The Dove: Patches film demonstrates that a positive state of mind can help women feel more beautiful. The experiment also throws up some fascinating questions around whether beauty is a state of mind and shows that it is possible for women to overcome low self-esteem and unlock a greater sense of confidence.

''We hope it goes on to inspire many more women to change the way they see themselves.''

Watch the Dove: Patches film at YouTube/Dove and join the conversation at #BeautyIs.