Quand Gillette Venus célèbre toutes les beautés dans Animal Crossing. Décryptage d’une opération d’in-game advertising

Sophie Renault ()
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Sophie Renault: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: In terms of advertising communication, it is no longer only models of standardized size and beauty that embody the brands. Other types and shapes of beauty are now represented. The Gillette Venus brand is part of this trend and celebrates women whose looks are not stereotyped. Because the issue of representation transcends the boundaries of real life, the shaving product brand also took the gamble of running a decidedly inclusive marketing operation in the video game Animal Crossing: New Horizons in 2020. The idea was to offer a line of clothing associated with body particularities: vitiligo, acne, mastectomy… The reasons and stakes of this communication operation are detailed and analyzed in this research.

Date: 2022-03-07
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Published in Gérer et Comprendre. Annales des Mines, 2022, N° 147 (1), pp.49-63. ⟨10.3917/geco1.147.0049⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03615736

DOI: 10.3917/geco1.147.0049

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