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 reading.
Innocent with a Caregiver counterweight, expressed.
- Character
- Innocent
- Drive
- Blissfulness, goodness, simplicity, honesty, positivity.
- Fear
- Distress, wrongdoing, complexity, duplicity, negativity.
- Strategy
- Build trust by holding, and voicing, the values customers share.
- Counterweight
- Caregiver
- Opportunity
- Soap sold beauty. Goodness-restored was unclaimed.
- Diagnostic
- Expressed
The Innocent as corporate posture. Real Beauty turned goodness into a position, one that got harder to hold the more successful it became. The Caregiver counterweight is the reassurance offered to the customer.
Famous spot
Real Beauty Sketches, 2013