The lover seeks authentic relationships, sincerity and intimacy. He is driven by the desire to feel special to others. He builds healthy and stable relationships through honesty and passion. This archetype is not only passion, but it encompasses every type of love: parental, familial, spiritual, friendly. The lover is suitable for the travel, food & wine, luxury, cosmetics sectors.
Objectives: Building healthy relationships with people.
Strengths: Passion, poetry, aesthetics.
Weaknesses: Loneliness, not being loved.
An example of the lover archetype: nothing can make the heart beat like a marriage proposal. In this commercial, Tiffany takes on the role of the lover with the aim of establishing a deep relationship with her audience, showing a romantic and intimate atmosphere. The values here are: love, intimacy, empathy.