They say that “beauty is in the eye of the beholder” but it has been defined in very particular–often narrow–ways. An aspirational identity or self image can always be distorted. This goal is captured in the Dove advertisement below.
The Dove brand is an interesting example of how perception changes an entire industry. The ultimate goal is to connect and “halo” the emotions connected to your sense of inner beauty to the feelings of those around you. Now, will this make people purchase Dove products? That remains to be seen.
For more insight, look up information on the psychological theory of the “Looking Glass Self.”