A brand reading
Dove.
Innocent The promise of goodness restored.
The 2004 Real Beauty campaign was the Innocent archetype turned into a corporate posture: cosmetics with a conscience. The campaign was so successful it made the position harder to hold; every misstep since has been a test of whether the archetype can survive scale.
The five-layer reading.
- 01 Motivation
- Innocent. The promise of goodness restored.
- 02 Mind
- ENFJ
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Warm, sincere, mission-led. The brand is in honest contact with its archetype but operates in a portfolio (Unilever) that doesn’t always cooperate.
Famous spot
Real Beauty Sketches, 2013