This business model can be considered a form of “humanization” or “emotionalization” marketing strategy. By showcasing the photos and stories of the handmade soap makers on the product, the brand aims to establish an emotional connection and sense of identification.
This approach has several effects:
- Establishing an emotional connection: Displaying the photos and stories of the soap makers on the product allows consumers to establish a more direct connection with the makers. This intimacy can increase trust and fondness for the product as purchasers can more easily relate it to real people.
- Storytelling marketing: By sharing the stories of the handmade soap makers, the brand can craft a more compelling brand story. This emotional marketing approach captures consumer attention, making it easier for them to resonate with and emotionally identify with the brand.
- Emphasizing craftsmanship and personalization: This approach highlights the handmade nature and personalization of the product. Consumers may be more inclined to purchase products that have a unique, personalized touch and a sense of humanity behind them, rather than standard mass-produced items.
This business model aims to create a closer, more personal brand image by fostering emotional connections and authenticity to attract and retain customers.
Why do I repeatedly mention lush in my report? I think this kind of story marketing coincides with my idea, which is also what I have extracted from repeated research. It is very necessary for the development of the project to carry out the emotional link between people and objects and objects and people.