Why Perfection Sucks
Let’s face it; marketing has been destroying our confidence for decades. We’ve been force-fed spreads of unrealistically perfect models for years, with impossibly flawless skin and contours in all the right places.
But in the real world, humans are far from perfect.
Human beings have freckles. Sometimes, we have one boob bigger than the other. Some of us are petite, some are plus-sized. Some wear makeup, and those that don’t shouldn’t feel shamed by those that do.
Fact is, human beauty comes in many forms – which is why if your marketing strategy focuses on posting pretty pictures, now would be the time to hit a little differently. It’s about respect for individuality and creativity. The more colors in the rainbow, the better. The individual is both the canvas and the painter, after all…
Did you know that posting polished, “perfect” pictures could actually work AGAINST your marketing efforts? We mean, in the past, shoppers might have bought a specific face wash in the hopes of looking as on-fleek as the model in the ad. But today’s generations are different. They want to see REAL people like them in ads. Not posing, not looking perfect – just being themselves, perfect-imperfections and all.
So, what can brands do about it?
- Get your customers involved. Showcase your brand’s commitment to diversity and inclusion by choosing your audience as your models. Switch up your marketing strategy and show real people using your beauty and wellness products – whether they’re into Netflixing and chilling in their PJs or rocking a full-glam look every day. Show your roots and show real prettiness – changing the beauty conversation for good.
- Flaunt your values. Every consumer today wants to see that brands are authentic, with values and morals they stand by no matter what. You’ll create a much deeper emotional connection with your audience this way, guaranteed.
- Give back. Some of the most successful brands on Earth are those that donate a portion of all proceeds to charities their audiences care about. Consumers are far more likely to buy a product if part of their money will go towards making a difference for a cause they support. In fact, up to 75% of consumers demand that companies do so…
- Be direct. But don’t just be outspoken, be consistently outspoken and transparent. Studies show that “fully connected” customers are worth at least 52% more than merely “satisfied” ones. Consumers love to support brands that speak to them on their level, not from some pretentious higher pedestal.
How Authentic is YOUR Brand?
If you’ve got some work to do, that’s ok. TGD’s social insights app can help you take a vibe check and make your brand extra. Click here to see why TGD is all the rage for shoppers, brands, and reviewers right now. While pretty pictures are awesome, our marketing pros will help identify what your brand stands for and how to market with more authenticity on the daily.