Dove - Beauty Patches

I have a really hard time believing this is real. When I first saw it a week or so ago, I genuinely thought it was an April's Fool I hadn't seen. Who on earth thought this was a good idea? What women would want to be part of this? Are these perfectly normal and attractive women really so desperate that they actually think something can make you more beautiful? My mind is blown. By Ogilvy & Mather Brazil.