The real connects more deeply with the consumer.
Perfect no longer sells. Or at least not so much anymore. Now there are no longer only handsome, young, tall and slim advertising models, but there is finally room for other types of beauty that are less normative and much more representative. And this is great.
Because you have to be aspirational but also credible. Making our audience feel represented and see themselves reflected in our brand is the first step to connect with them.
Gone is the incessant search for perfection that resulted in absurd situations such as girls who shave their legs without hair or floor cleaners who clean impeccable surfaces.
Today’s consumers demand realism, right. Even if that means seeing legs with stretch marks, faces with wrinkles and rotting hamburgers. A hyper-realism movement that Dove pioneered with its ‘Real Beauty’ campaign and that has now exploded among brands that aspire to be perceived as authentic.
Because, let’s face it, there are few things more human and that generate more empathy than imperfection.
An attribute that, if we work well from the communication and from the product itself, far from making the brand vulnerable, will make it much more solid, closer and credible.