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Traditionally, aspirational marketing material has been interwoven with our expectations of beauty. The idea that if we see a campaign featuring someone we consider beautiful, we feel pleasure. Then, our perception of the brand improves and we’re more likely to purchase from them. But the flaw in this approach is its representation of a narrow image of beauty. In the 2010s, consumers demanded more authenticity and diversity from marketing, which led to brands increasing diversity across body size, skin colour and unfiltered skin (such as fine lines, acne, stretch marks and more). But many of those attempts felt tokenistic, which led to a backtrack in representation. When beauty standards are only more extreme — backed by the normalisation of cosmetic procedures and weight loss drugs — getting the right message across will be a much harder task.Nice Snoopy Peanuts Atlanta Braves Forever Not Just When We Win Shirt
The best approach is to combine aspirational campaigns, influencer marketing, user-generated content and reviews, says Cherry Collins, global strategy partner of marketing agency Havas Media’s luxury division. “This helps them hit the balance in terms of making the sales, but also to build credibility, trust and engagement,” she says. Consumer psychologists say there’s often a gap between attitude and behaviour — so we may still be drawn to traditional ideals, even if we want inclusivity. There’s also research showing that if a face is too perfect, it can have a negative impact on perception, says Young-Jin Hur, course leader of applied psychology at London College of Fashion, whose research specialises in the psychology of beauty aesthetics.
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