Positivity Kawaii or Wellness Kawaii is an aesthetic prevalent in marketing since approximately the 2010s. It is characterized by its emphasis on positive and inspirational quotes, cute mascots often based on animals or inanimate objects, and a general air of wholesomeness. It resonates strongly with themes of optimism and wellness culture. This aesthetic primarily targets Gen Z and, increasingly, Gen Alpha girls, manifesting itself in a wide array of consumer goods. From stationery, plushies and bags to cosmetics and school supplies, Positivity Kawaii finds particular prominence during back-to-school seasons.
While drawing clear inspiration from the Japanese concept of Kawaii, this aesthetic represents a distinct Western interpretation. It shares some superficial similarities with the "Live Laugh Love" aesthetic, particularly in its focus on positive affirmations. However, a key distinction lies in its target demographic and cultural context. "Live Laugh Love" often appeals to an older demographic and carries a more traditional, sometimes even saccharine, connotation. Positivity Kawaii, on the other hand, embraces a more playful, modern sensibility that aligns with the digital native generation. Its visual language is often more stylized and less overtly sentimental. Notable brands and characters that exemplify Positivity Kawaii include the internet-famous cat, Pusheen, Organic Kitchen, the Spanish brand Mr. Wonderful, and The Fruit Company.
Dollette is a variant of the Coquette aesthetic that is largely based on delicate hyperfeminine fashion and visuals such as soft pink hues, cosmetic products, and floral motifs. It first started to spread in popularity in the mid-to-late 2010s under simply "Coquette", but started to get referred to as "Dollette" instead from the early 2020s and became more popular on Pinterest and TikTok with increasing influence in mainstream fashion.
Dollette is extremely girly. This is especially present in the use of color, which includes soft pinks, white, ivory, and silver. Occasionally, other pastels, red, gold, or black may be introduced. Bows, ribbons, hearts, gingham and other types of plaid, and ditsy floral, a pattern with miniature flowers, are the most identifiable traits. Bedrooms are dollette spaces, and the interior design matches the feminine and vintage connotations, often being inspired by Shabby Chic. Specifically, bedrooms have cozy and princess-y details such as Rococo-inspired frames, chandeliers, layered textiles, and vintage furniture, similar to the Pink Princess aesthetic. While this aesthetic is most often expressed through fashion and interior design that is accessible to teenagers, certain feminine photographic subjects occasionally appear, albeit less often. One of these is ballet imagery, such as pointe shoes, dancers wearing pink, etc. This imagery would be happier, lighter, and more pink in comparison to Waif. In addition to the girly imagery, romance-related imagery is popular. Pink and white roses, lipstick kisses, love letters, and romance novels (especially laid on top of a bed) are common photos, similar to what is seen in Romantic Academia. However, unlike Nymphet, there are no images of the men or any sexuality that relates to the object of romanticizing. Baked goods that have cute qualities, such as elaborately decorated cakes in a vintage style, heart-shaped anything, strawberry or vanilla flavored things, etc. are often featured in videos and accompany vintage tea cups. As a dark side to the aesthetic, some photos show cigarettes, alcohol, and cocaine, which is a connection to the original Dark Nymphet aesthetic, Lana del Rey's music, and Waif. However, this is rare in comparison to the other motifs. Designer brands and logos, such as Dior, are often shown as signs of wealth and luxury. Photos of makeup with packaging that matches the aesthetic, such as Flower Knows, Too Faced and Dior is often used to portray a dollette lifestyle.
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