Many brands are placing increasing importance on the role of emotions to engage with consumers, and no category is more competitive or more laden with emotion than female beauty. Much of our work focuses on finding the most effective emotions for brands to leverage in their category (sometimes negative as well as positive ones), and across many projects we have seen that the emotions around beauty are more complex than almost any other category.
How can brands and marketers break down this complexity to understand which emotions to target in which places at which times? In two recent studies, we...
