Dove, for instance, runs the ‘Real women. Real Beauty’ campaign which seems to resonate with the new women.
Bobbi Brown has pioneered the natural look. It recognises that today’s women do not wish to apply to make up to appear different than what they really are but wish to project their real self. In fact, they want the makeup to highlight their best features. Bobbi Brown too seems to be doing brisk business.
Is this realisation restricted to women's brand, only?
The answer is 'no'!
Even Axe, a quintessential male brand seems to be jettisoning its iconic ''The Axe Effect" positioning in favour of a new & more relatable theme 'Is it Ok for Guys? which is based on the insight that 'real' guys privately struggle with masculinity & feel anxious about adhering to, and straying from, societal norms.
The brand new positioning aspires “to break the cycle of toxic masculinity by providing guys with resources to live more freely.”
Axe has made a file capturing this insight.
Business lesson for us: A brand should be in sync with the rapid changes in its customers' aspirations. Else it will cease to be relatable, relevant & unsustainable in the long run.
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