Humanizing Brands: Applying Aaker’s Five Dimensions of Brand Personality in the Beauty Industry

Remaining human is in the best interest of a brand’s personality. In earlier content, we explored the evolution of brand loyalty. Brands that are consistent with showcasing displays of authenticity, warmth, and care achieve loyalty amongst their consumers. Brand personality refers to the human-like traits that make brands relatable, special, and connected with consumers on an emotional level. The external perception that is created through brand personality should translate in all aspects of the brand reinforcing clarity to consumers.

According to Jennifer Aaker, behavioral scientist and marketing professor, brands are comparable to people. They Aaker distinguished the five following dimensions: sincerity, excitement, competence, sophistication, ruggedness. Marketers are able to utilize this strategic framework to develop brands.  Each of the five dimensions plays a unique role in shaping the way beauty brands resonate with audiences.

Sincerity in beauty typically reflects honesty, inclusivity, and transparency. This personality trait is often seen in brands that emphasize clean, natural ingredients, ethical sourcing, and eco-friendly packaging. Dove is a brand that has been praised in the industry for its “Real Beauty” campaign that celebrates genuine self-expression and body positivity. Overall brands that showcase sincerity can be viewed as down-to-earth, honest, wholesome, and cheerful.

Brands thrive and exemplify excitement through collaborations, trends, and captivating colors. Fenty Beautyaccomplishes this dimension by actively launching bold, innovative products that redefine inclusivity and drive traction. Excitement positions brands as daring, imaginative, spirited and up to date on industry trends.

Competence communicates the reliability, intelligence, and success of a brand. Beauty consumers consistently seek out clinical testing, science-backed results, and professional credibility. Clinique embodies competence by highlighting formulas developed by dermatologists that also deliver consistent results. Their efforts to provide product knowledge and insight to their consumers is appealing and builds trust.

Luxury beauty brands model the dimension of sophistication. This hallmark represents upper-class and charm. Chanel Beauty exemplifies sophistication through focus on its rich heritage and artistry. Their target audience is attracted to status and timeless elegance.

Ruggedness is the final dimension of Aaker’s framework and is representative of a tough, outdoorsy personality. This dimension suits brands designed for durability and outdoor lifestyles. Adventurous consumers that prioritize protective care are drawn to the Kiehl’s brand as it aligns with their experiences.

Aaker’s Five Dimensions of Brand Personality provides a clear framework and example of how beauty brands utilize personality through their products and connect with consumers. The personalities can be combined in numerous ways to create a unique brand personality and diverse consumers. With such a competitive and saturated beauty market, brands must be emotionally connected with their target audience to survive.