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.
Black Friday is quickly approaching and retailers are gearing up for a busy holiday season. Analysts are predicting that sales will increase a solid 3.7 percent over 2014 to reach $630.7 billion! This is significantly higher than the 10-year average of 2.5 percent. Although Black Friday is widely believed to be the biggest shopping day of the year, it’s not. Last year, Black Friday sales were eclipsed by last-minute shoppers on Super Saturday (the Saturday before Christmas), and bargain hunters on December 26. But the hype surrounding Black Friday continues to drive customers into stores with the hope of scoring a great deal on holiday gifts. With that in mind, Women’s Marketing looked at the trends and opportunities Black Friday and the holiday shopping season.
Researchers found that 51% of US adults say they participate in preventative healthcare. These proactive consumers strive to stay well and avoid unnecessary trips to the doctor’s office. In our infographic, Women’s Marketing offers insight into the characteristics of this consumer and their approach to staying well. Just as this consumer takes a holistic approach to health, Women’s Marketing takes a holistic approach to our media plans—from digital to print, we ensure that we’re there when, and where, your consumer is interacting with media throughout her day. Contact us to learn how we can help to keep your brand healthy.
If current trends are any indication, the days of elaborate hairstyles may be behind us. Increasingly, women are embracing their natural hair texture and styling their hair to compliment it. From springy curls to beachy waves, the focus is on an effortless, natural look that requires fewer products to maintain. In our infographic we explore the consumer attitudes and trends influencing the hair care industry and look at areas of growth in the category. Women’s Marketing has proven experience in helping emerging brands break through in a crowded marketplace. Contact us today to discover how we can help your brand thrive.
With buying power of more than $170 billion and growing, Latina Millennials may be the most coveted of all Hispanic market segments. She is an ambitious career woman, a dedicated mom, a savvy shopper, and, as researchers learned, she is highly influential among her peers. Although researchers found that Latinas are open to ads and content that reflects her self-image and lifestyle, she’s sensitive to how her culture is portrayed—marketers should be careful to avoid stereotypes especially as they relate to body types, skin color, and culture. Below, Women’s Marketing offers brands a blueprint for reaching this coveted consumer.
Top global beauty corporations have been acquiring emerging independent brands at breakneck speed. According to an investment firm brief on the beauty industry, M&A activity in the beauty sector continued to show strength in the third quarter of 2015 with 23 deals, bringing the total deal count to 64 year-to-date, and they project the trend to continue in 2016.
Yesterday we took a dive into the first all-digital generation and learned how the rapid pace of change has influenced their global worldview. Today, we take a snapshot of Generation Z’s shopping habits, social media habits, and surprising influence among their peers and families.
Just when marketers thought they had Millennials figured out, Generation Z enters the picture. The next wave of consumers, born in 1995 or later, represents 25.9% of the United States’ population and currently contributes $44 billion to the American economy. Although they might not be buying your products yet, their media habits, influence, and consumption behaviors will impact your marketing in the not-so-distant future. Get ahead of the curve, and meet Generation Z in our two-part series exploring this enigmatic generation.
Department stores may soon have a bit of a problem—instead of clothing created specifically for “men” and “women,” brands are designing apparel that can be worn by both genders. Although designers have been borrowing traditional elements from men’s and women’s clothing for decades, until now there have been few collections designed to be worn by both men and women.
Not long ago, kids opened their lunch boxes to find bologna sandwiches and cream-filled snack cakes. But today’s Millennial moms are selecting healthier, more nutritious foods for their children. In fact, a whopping 75% of Millennial moms believe the lunches they pack for their own kids are more nutritious than those their own moms packed for them! What changed? Researchers found that 71% of moms are choosing more nutritious foods and 37% were opting for organic products, but beyond that, 48% of women were selecting different food brands than their moms.
Whether they choose classic red or baby pink, women are giving lip service to lip products. In fact, lip color is the most frequently discussed color cosmetic on social media. Women’s Marketing looked at what’s #trending in the lip category on social media, the best-selling lip products, and where they purchase lipstick. Is your beauty brand trying to break through? Contact Women’s Marketing to learn how our deep insights into beauty marketing trends has helped emerging brands succeed.
Every campaign begins with creative. Optimizing your creative in length, relevance, and interactivity can influence how viewers respond to your content. Women’s Marketing Executive Vice President Managing Director, Global Business Development Rich Zeldes offers three tips for marketers to consider when developing mobile ads.
Millennial consumers are flocking to boutique fitness studios for personalized fitness experiences and unique classes. Our infographic explores emerging workout trends and provides a peek into the boutique fitness consumer. The migration from big-box gyms to bespoke fitness is an extension of the cultural movement towards customized products and experiences. Women’s Marketing offers deep insights into emerging consumer trends and consumer behavior, contact us today to learn how these trends will impact your media strategy.
If you watch Google search trends (like we do!) you’ll start to see searches for Thanksgiving-related recipes starting to spike. Last year, more consumers searched for recipes online than any other year, and those numbers are expected to rise significantly this year. Increasingly, consumers are using mobile to look up recipes and watch cooking demos in preparation for the holiday. When building digital media plans for our clients, Women’s Marketing uses insights to pinpoint where and when your core consumer is online and creatively builds intelligent digital media plans. Contact us today to learn how we can help your brand showcase your products to a hungry audience.
Millennial women are setting the pace in fashion. They’re the trendsetters and the influencers. How do Millennial women shop? How much do they spend? And how do they learn about the latest brands? In our infographic, Women’s Marketing offers insight into the Millennial fashionista’s path-to-purchase so brands can better understand what it takes to reach this influential consumer. Reach out to us to learn how we can offer deep insight into your core consumer and design a strategic media plan to optimize reach and engagement.