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There are quite a lot of videos floating around YouTube that claim they have subliminal messages that cause body modifications or beauty enhancements in the viewer.

Personally, I don't think anyone should feel they have to change their bodies to be happy with themselves, but this video has the right message... Dimples are cute and freckles are an essential part of any truly beautiful face:

https://www.youtube.com/watch?v=jXWYpPGluQ0

But can subliminal stuff like this actually work, or is it just hokum?

Probably just give a person better dreams at night.

Yes, their promises sound like those newspaper adverts in the UK that were printed before there was the law passed that advertising should be truthful. In those days they were outrageously untruthful e.g. they would advertise that men could immediately grow to six feet by taking a special tonic, or that there was a hair care product that could make a lady go from having thin, straggly hair to immediately having thick, wavy and glossy hair.

So yes, the YouTubers can claim that their videos make the viewer beautiful, or change their appearance exactly to fit their ideal.

90% of the freckled face related YouTube videos and clicks are for those who want to have freckled faces, but about 10% of them are for getting rid of freckles. I know that's only a minority of them, but why would anyone with a freckled face want even skin tone?? The internet is weird.