The 'Celebrate You' Campaign Encourages Consumers to Love Themselves
Katherine Pendrill — February 8, 2016 — Marketing
References: neonmoon.co & bustle
Neon Moon's new 'Celebrate You' campaign marks Valentine's Day with a body positive message. While Valentine's Day is often characterized by unrealistic expectations about relationships and romance, this company is sending a different kind of message.
The Celebrate You campaign moves away from the idea of celebrating external relationships by focusing on the idea of self love. The company conveys this body positive message with a promotional video that includes women of all shapes, sizes and skin tones dancing in their favorite Neon Moon undergarments. Instead of promoting unrealistic beauty standards, the video celebrates natural beauty in its many forms.
The video demonstrates a growing movement away from traditional Valentine's Day marketing by focusing more on reality than fantasy.
The Celebrate You campaign moves away from the idea of celebrating external relationships by focusing on the idea of self love. The company conveys this body positive message with a promotional video that includes women of all shapes, sizes and skin tones dancing in their favorite Neon Moon undergarments. Instead of promoting unrealistic beauty standards, the video celebrates natural beauty in its many forms.
The video demonstrates a growing movement away from traditional Valentine's Day marketing by focusing more on reality than fantasy.
Trend Themes
1. Body Positive Marketing - Promoting self love and celebrating natural beauty in advertising to counter unrealistic beauty standards.
2. Diversity and Inclusion - Highlighting women of all shapes, sizes, and skin tones in advertising to represent a wider range of consumers.
3. Emphasizing Self Love - Shifting the focus from external relationships to the importance of self love and self-acceptance in marketing campaigns.
Industry Implications
1. Lingerie - Opportunity for lingerie brands to embrace body positivity and diversify their marketing to appeal to a wider audience.
2. Fashion - Opportunity for fashion brands to promote inclusivity and empower consumers by showcasing a variety of body types and skin tones in their advertisements.
3. Advertise and Marketing - Opportunity for advertising and marketing agencies to develop campaigns that challenge traditional beauty standards and promote self love and acceptance.
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