Beauty
If Woke Means Broke, Why Did So Many Brands Do It? The Real Reason Marketing Campaigns Fail
In the golden age of advertising, flawless beauty ruled. In the woke age, "relatability" became the trend. Now, new data suggests that the most effective strategy is about understanding what women actually want, and when.
By Carmen Schober6 min read
Kristina Durante and her fellow researchers didn’t set out to dismantle decades of advertising wisdom. But when a soap ad featuring bare-faced women of all shapes and sizes doubled Dove's sales, the social psychologist had questions.