In the realm of advertising and marketing, the employment of models with conventionally beautiful features has been a long-standing practice, tailored towards capturing the attention and aspirations of the target audience.
This strategy hinges on the psychological premise that seeing attractive individuals associated with a product or service enhances its perceived value in the eyes of consumers. For instance, luxury brands often collaborate with top-tier models and celebrities to associate their offering with a lifestyle of high sophistication and allure.
Body positivity
However, this approach has not been without its controversies. Critics argue that the over-reliance on beauty ideals can perpetuate unrealistic standards, fostering feelings of inadequacy and low self-esteem among the broader audience.
The beauty standard often portrayed in these campaigns is not only narrow but also exclusionary, failing to represent the diverse reality of consumers. Brands such as Dove and Aerie have pivoted away from this traditional model, leading the charge in the body positivity movement by featuring models of various shapes, sizes, and ethnicities.
This strategy has not only garnered them acclaim for inclusivity but has also proven that authenticity and relatability can be equally, if not more, effective in resonating with consumers.
Sell a dream or an aspirational lifestyle
From a business standpoint, the decision between using traditionally beautiful models versus adopting a more inclusive approach depends on the brand's values and the message they wish to convey. Luxury brands, for instance, often aim to sell a dream or an aspirational lifestyle, making the choice of traditionally beautiful models a strategic fit
On the other hand, brands aiming to promote self-love, health, and well-being might find greater alignment and success with a more diverse representation of beauty.
Demand for greater diversity
Consumer response plays a crucial role in shaping these marketing strategies. With the rise of social media and consumer activism, brands are increasingly held accountable for the messages they propagate through their marketing practices.
The demand for greater diversity and realism in advertising content is a reflection of broader societal shifts towards inclusivity and acceptance of all forms of beauty.
Shaping societal norms
The psychological impact of marketing practices on consumer mindset and behaviour underscores the responsibility held by brands in shaping societal norms and self-perceptions.
While beautiful models can indeed be effective in drawing attention, the underlying message and values conveyed through these choices become integral to the brand's identity and consumer relationship.
Consumer expectations
The use of beautiful models in advertising, marketing, and retailing is a tactic rooted in deep psychological cues. Whether this practice is viewed positively or negatively largely depends on its execution and the broader context in which it is employed.
What remains clear is the evolving landscape of consumer expectations, demanding not only aesthetic appeal but also authenticity, inclusivity, and social responsibility from their favoured brands.
Strike a balance between beauty and realism
This evolution presents both a challenge and an opportunity for businesses in adapting their strategies to align with contemporary values.
The ultimate goal for marketers, therefore, is to strike a balance between beauty and realism, aspiration and accessibility, thereby forging a connection that transcends superficial appearances to resonate authentically with the audience.
