Archetypes: The Lover

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Romance, seduction, luxury and beauty. The Lover is the archetype of pleasure, sophistication, physical and emotional connections. It’s not hard to see that it embodies most of fashion, beauty and luxury brands. Chanel, Dior, Saint Laurent, Versace, Estée Lauder, Lancôme, Revlon, Victoria’s Secret and La Perla are among them.

Sensuality and love stories make an immediate link. ‘Romeo and Juliet’, ‘Gone with the Wind’, ‘Casablanca’, ‘Titanic’ etc., and all the classic romances from literature and Hollywood make us cry, cheer and sigh! Add elements like paradisiac beaches, fancy hotels, lavish dinners, Champagne and chocolates and you can set an Instagram perfect background for a great romance.

Even though passion and seduction are the archetype’s prime associations, friendships, family and the search for intimacy and harmony also take part on it. Lovers value their relationships because they fear loneliness and rejection. On the other hand, they are inclined to jealousy and to fight for attention, which can lead to an identity crisis due to over-pleasing.

Since the symbol is very popular among fashion and beauty brands, working it in an original way avoiding predictability and even clichés is essential. No one wants to see the damsel in distress story being repeated over and over again, or that image of a super glamorous, too perfect to be true woman. That’s why so many of those brands are in crisis right now: Victoria’s Secret can’t keep up with the new market demands, Tiffany’s is doing a complete revamp and Lancôme and Estée Lauder are struggling to appeal to a new customer base.

Summing up: It’s all about nurturing the urge for intimacy, for romance and for beauty but bringing it to a contemporary, more relatable reality.

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