Love Yourself: A Beautiful Message from Brands

LOVE

2022.520

Love Yourself

A Beautiful Message from Brands

Love Yourself: the Branding Message

With May 20th fast approaching, consumers in China are celebrating another “Valentine’s Day”, as “520” sounds phonetically very close to “I Love You”. As whenever a Valentine’s Day rolls around, brands go out of their way to launch campaigns for all of the love birds. Yet love is not just something you can give to your significant other, and marketing is not just about boosting sales.

随着5月20日的到来，中国消费者也迎来了又一个“情人节”，因为“520”的发音非常接近“我爱你”。每当情人节来临，各大品牌都会不遗余力地向情侣们发起宣传活动。不过，爱不仅只能给予你的另一半，营销也不仅只是关于提高销售额。

In recent years, in lieu of participating in the traditional customs of the holiday, “self-love” has also become a trending marketing movement. Regardless of being single or not, it is an important message for individuals amidst the negativities in the world, and, interestingly enough, also important for brands. If executed tastefully, campaigns that send out positive messages have proven to be a boon for branding and sales by fulfilling a present need in a customer base. In addition, they can function as a facilitator for positive change in cultural and societal stereotypes. So, this May 20th, let’s celebrate self-love with brands that encourage you to cherish yourself as a person from within.

近年来，除了参与节日的传统营销模式，“爱自己”也成为一种营销趋势。不管是否单身，这都是在这个充满了负面新闻的世界里的一个重要信息，有趣的是，这个信息对品牌来说同样重要。如果能很好地执行，传递积极信息的营销行为已经被证明能为品牌带来很大的好处，因为它满足了客户基础的当前需求。此外，它们还能促进文化和社会定型观念的积极改变。所以，今年5月20日，让我们与鼓励你从内在珍惜自己的品牌一起爱自己。

01

 The Body Shop

LOVE

YOURSELF

Since their foundation in 1976, their founder Anita Roddick had a revolutionary belief: that business could be a force for good. With the “love yourself” campaign, the Body Shop aims to inspire 1 million acts of self-love in 1 year, to create more love and positive change in the world.  It doesn’t matter how big or small, every act can lead to a big change. Tips on acts of self-love are shared on the The Body Shop’s online and social media channels to raise awareness of self-love, and help inspire others on their journey.

自1976年成立以来，他们的创始人安妮塔·罗迪克(Anita Roddick)就秉承着一种革命性的信念：商业活动可以成为一股向善的力量。通过向谁传递“爱自己”的一系列活动，The Body Shop希望在一年内激发收到一百万用户积极反馈，为世界创造更多的爱和积极的改变。无论大小，每一个举动都能带来巨大的改变。The Body Shop在线上和社交媒体频道将分享“爱自己”的小贴士，帮助激励其他人踏上他们的旅程。

02

Crocs

They aren’t the sexiest of shoes, but they’ve managed to become ubiquitous nonetheless. Usually, footwear is all about fashion, but not these rubber clogs - Crocs know what they’re all about. Their “Ugly Can Be Beautiful” campaign says it all. “We may not be pretty, but we’re comfy and durable and versatile!” – Your inner peace and comfort value more the appearance.

它们并不是最性感的鞋子，但它们已经变得无处不在。通常，鞋子都与时尚有关，除了洞洞鞋 - 洞洞鞋知道它们使命，他们的“丑也是一种美”宣传说明了一切。“我们也许不漂亮，但我们舒适、耐用，能适应许多场景。”- 相比于内心的舒适与宁静，对于外表，请不要那么在意。

03

Headspace

LOVE YOURSELF

Headpsace has launched its 'Love Yourself Like A Legend' campaign featuring award-winning singer, songwriter and Headspace partner, John Legend, as a way to encourage better sleeping habits, promoting self-love and self-care, and boost awareness of mental health. To fulfill their vision of “creating a world where everyone is kind to their minds “, this campaign reminds people to focus on self-care and self-love when burnout and anxiety are at an all-time high.

Headspace发起了“像传奇一样爱自己”活动，邀请了获奖歌手、作曲家和Headspace的合作伙伴“传奇哥”约翰·传奇，作为一种鼓励更好的睡眠习惯，提倡“爱自己”和提高心理健康意识的方式。为了实现他们“创造一个每个人都善待自己心灵的世界”的愿景，该活动提醒人们，当精疲力竭和焦虑达到空前高度时，要关注自己的内心。

When a brand expresses its genuine self and embraces its uniqueness, quirks, and elements of difference, it becomes much easier to stand out from the rest of its industry or category. The key to attracting a loyal following is having a strong grasp of your brand’s innate personality and conveying it well. Audiences are drawn to brands that they “click” with, but it only works if the attracting elements of the brand’s character are deeply genuine. When the marketing campaign goes above and beyond its usual “sales support” purpose and pass on positive messages to its audience, it creates extra value to its community.

当一个品牌让人们表达了真正的自我，拥抱了社会的的独特性，怪癖，和不同的元素，它就变得更容易从其他行业或类别中脱颖而出。吸引忠实粉丝的关键在于深刻把握你的品牌固有的个性，并将其有效地传达出来。消费者会被独特的品牌元素所吸引，但只有当品牌元素十分非常真实时，这种方式才会起作用。当营销活动超出其通常的“销售支持”目的时，并向消费者传递正面信息时，它就为其社区创造了额外的价值。

If you would like to discover the full potential of your brand and to express your positive messages on the surface. Feel free to get in contact with us: [e-mail].

如果你想发现你的品牌的全部潜力，以品牌的力量传达积极的信息。欢迎与我们联系: [e-mail]。

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