To validate this theory, I conducted a comparative study in which 38 participants—including university peers and randomly selected individuals—were shown a mix of modern and vintage advertisements, incorporating both real archival examples and speculative designs I created. The goal was to assess immediate engagement, emotional response, and overall appeal across different visual languages. The findings revealed a strong preference for vintage aesthetics, particularly within social content, where the layered, nostalgic quality of retro visuals elicited greater interest and longer engagement. Participants were drawn to the richness of color, the expressive copies, and the sense of elevated narrative embedded in these designs—qualities that contemporary advertising often lacks.
These insights highlight the strategic advantage of integrating vintage-inspired branding into modern campaigns—not simply as an aesthetic callback, but as a means of deepening consumer connection and enhancing brand distinction. The success of these visuals is not just about evoking the past but about crafting an experience that feels tangible, intentional, and emotionally compelling in an oversaturated digital landscape.
La Mer was a natural choice for my speculative creative work, as it embodies the intersection of legacy, luxury, and the evolving visual language of skincare advertising—three key themes explored in my thesis. As a brand rooted in mythology, science, and an aspirational lifestyle, La Mer represents an ideal subject for examining how vintage aesthetics can be reinterpreted for modern consumers. Its existing brand identity leans heavily into clinical minimalism, a visual strategy that aligns with the broader trend of medical-grade skincare but often lacks the emotional warmth and storytelling depth found in historical beauty advertising. By applying vintage-inspired design principles to La Mer’s branding, my work sought to bridge this gap—reintroducing elements of texture, narrative, and visual opulence to create a campaign that felt transportive, intimate, and timeless. This approach allowed me to explore how nostalgia, when strategically employed, can enhance desirability and deepen a brand’s emotional resonance with its audience.
Brands that recognize and respond to this movement will be positioned at the forefront of an evolving consumer landscape where heritage, nostalgia, and innovation must intersect seamlessly. The design tropes of the 60s and 70s—psychedelic color palettes, tactile print textures, expressive copies—are not merely stylistic choices; they represent an ideological rejection of the algorithm-driven homogeneity that has flattened brand differentiation. Within fashion, beauty, and lifestyle sectors, brands leveraging these aesthetics are finding traction not only for their visual appeal but for the emotional resonance they foster. The success of campaigns that draw from archival references, whether in print or digital media, signals a renewed demand for advertising that feels crafted, intentional, and infused with character. This isn't just a trend—it’s a broader recalibration of consumer expectations, moving away from clinical precision and back toward a sensorial, cinematic approach to branding.