As cold and flu season approaches, many Americans will be making a trip to their local drugstore for an ounce of prevention— or a pound of cure. Increasingly, health and wellness consumers are seeking out natural preventative and treatment options in the form of vitamins and herbal supplements to boost immunity or relieve symptoms associated with mild ailments. Although the concept of natural medicine appeals to wellness enthusiasts, vitamins and herbs often don’t provide the immediate relief that over-the-counter medications do, requiring sick consumers to make another trip to the pharmacy.
Food trends come and go, but the movement toward healthy, minimally processed food and sustainable sourcing is here to stay. In our infographic, we explore the how this trend impacts brands and offer insight into how consumer personas change their eating and buying patterns when adopting a more nutritious diet. Want to learn how your brand can take a bigger bite out of the marketplace? Contact Women’s Marketing to learn how an omni-channel media plan can help your brand grow and thrive.
For decades, beauty brands have been promising that their creams, lotions, and potions will work miracles, virtually erasing crow’s feet and lifting sagging skin. But women are no longer buying it. Once a leader in the category, anti-aging skincare is now the weakest performing segment. A recent survey found that 24% of women frequently don’t get the results they want from skin care products and almost a third reported that they have several bottles of partially used products taking up space on their make-up tables.
There’s no doubt that social media is an essential branding tool for fashion marketers. From Facebook to Instagram to emerging platforms like Snapchat, it’s increasingly important for fashion brands to be actively engaging with consumers. While luxury brands are posting content, it’s the fashion customer that’s driving the conversation; in fact, consumers are driving 99% of the chatter. Our infographic provides luxury marketers insight into luxury fashion followers so they can better leverage social media conversations to steer their brand image. Contact Women’s Marketing to learn how we can help you better understand beauty and fashion consumer profiles.
Women are dominating social and we have the stats on how women use social media to prove it! Research shows women check in more frequently, share more, and actively engage with brands more frequently than men. Brands that optimize their social platforms to increase engagement and share content that’s relevant and uplifting are more likely to see a lift in brand awareness. Is your brand trying to increase engagement with female consumers? For more information on social media planning, contact Women’s Marketing to learn how we can help you better understand your core consumer.
It may look like she’s headed toward an empty nest, but the established mom’s life is nothing but full. She uses technology to effortlessly manage her family life, career, and interests. She’s a confident consumer and loyal to brands she loves—but she is always willing to try something new. Learn more about the established mom through our Persona Project. Call Women’s Marketing today to discover how to leverage our expertise in reaching women across all demographics.
A new report released in August revealed some very good news: half of women consider themselves healthier today than they were a year ago. Whether they’re taking vitamin supplements, eating better, or making an effort to exercise on a regular basis, women are being proactive and taking charge of their health. As wellness increasingly becomes integrated into women’s everyday lives, brands have an opportunity to integrate into this new lifestyle. Women’s Marketing looked deeper to understand women’s motivation for purchasing health and wellness products.
Filed Under: Health & Wellness
Beauty ads have always featured beautiful, carefully made-up women. Flawless skin, a dramatic smoky eye, a glistening, bold lip—this is what we’ve come to expect. But there’s a building backlash to all that perfection. Cosmetics industry researchers found that consumers have become skeptical of color cosmetics advertising—especially when they believe that images have been airbrushed or Photoshopped. Women believe that extensively re-touched images deliver artificial expectations about results, and more broadly, promote unrealistic images of beauty. Women’s Marketing looked at key concerns surrounding beauty creative and offers insight for cosmetics brands.
Stereotypes have put women on the sidelines, but statistics show that women are making a big impact on the business of professional sports and the industry is starting to take notice. From their “A Crucial Catch” campaign to raise awareness about breast cancer to creating team-oriented apparel just for her, sports marketers are betting on female fans. Is your brand ready to raise its profile? Contact Women’s Marketing to learn how we can help you market to women and take your brand to the top of its game.
Old-fashioned shopping lists are so passé. According to a recent study, more than two-thirds of female shoppers use mobile phones to access their Pinterest boards for research and inspiration while in-store. 93% of Pinterest users use Pinterest to plan purchases—so it makes sense that women refer to the site when they’re shopping. With the recent addition of shoppable pins, Pinterest offers advertisers new opportunity to connect with consumers. Women’s Marketing looked deeper into how women are using Pinterest as part of their path-to-purchase.
Multicultural consumers are transforming the mainstream. Fueled by population growth and increased buying power, they are re-shaping the way marketers and advertisers are using culture to connect with a diverse consumer population. Brands are challenged to appeal to consumers whose experience spans both individual heritage and popular American culture. “Since cosmetics and hair care marketers are directly addressing the unique needs of individuals, this undercurrent of change is particularly strong in the beauty industry. Understanding the nuances of multicultural markets, yet maintaining inclusive brand message is essential for brands to thrive in our increasingly multi-ethnic economy,” explains Andrea Van Dam, CEO of Women’s Marketing.
Ask any foodie and they’ll tell you, a good meal is worth a thousand hashtags. The phenomenon of posting food photos to social media has become ubiquitous in the U.S. and is growing globally. Women’s Marketing investigated the social media, shopping, and cooking habits of this passionate epicurean to learn how brands can best connect with this highly engaged consumer. Women’s Marketing has expertise in reaching enthusiasts across the beauty, fashion, food and beverage, and health verticals. Contact Women’s Marketing to learn how we can help you connect with your core consumer.