You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Dove Launches Fake 'Beauty Patch' in Latest Play for Viral Glory Women See No Effect from Placebo at First, Then Tearfully Do By Jack Neff, Published on April 09, 2014 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.