Dive Brief: 

• Dove's newest video "Beauty Patch" has already amassed 13 million views in the week since its release. 
• The video has received backlash — even more than some other entries of the "Real Beauty" campaign — from publishers like Gawker Media's Jezebel and New York Magazine for manipulating women and seeming unrealistic. 
• Dove owner Unilever sees the video as a success and claims a 92% positive sentiment rating based on 20,000 comments analyzed by Radian6/Salesforce Marketing Cloud.

Dive Insight: 

Dove's Real Beauty campaign has secured some serious success for the brand — especially with last year's "Real Beauty Sketches," which garnered over 157 million video views and became one of the top viral videos of all time. It would be nearly impossible to recreate that type of success again, but "Beauty Patch" seems well on its way to making a splash for the brand. That said, seeing how the entire campaign has received backlash, the brand should be cautious not to push the ideas too far.