Livestreaming is key to building authenticity

Marketing has been obsessed with authenticity for as long as it has existed. Of late, it’s why Dove has been so successful with its ‘Real Beauty’ campaign (recent body-shaped bottles fiasco notwithstanding).
Consumers subconsciously think of Dove as a bit more than just soap – it is soap created by a company that really cares about how you feel in your own Dove-lathered skin. In fact, it’s not a soap company at all, it is a skin company. Excuse the weird imagery, bu