ARCHETYPES IN COSMETICS

Archetype-based innovation represents a huge opportunity in our industry. From a marketing perspective, an archetype is defined as a universal personality model that represents different values, motivations, and behaviors that create an emotional impact on people. They also represent how a brand can humanize itself, achieving loyalty and a stronger bond with consumers. Archetypes are used to communicate values, emotions, and thoughts, helping to create innovative campaigns, empower concepts, and increase brand recognition…