Women

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Merisant gets physical to promote Equal

Not to be rude or anything, but it’s just a boring fact of modern life that sugar substitutes are all about cutting calories and health clubs are all about enhancing fitness. Ho hum, end of story, right?

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Ads still not smart for women

We all know the statistics: women control roughly 80% of retail purchases and have enormous buying influence over others. Most marketers are acutely aware of this fact and target women accordingly. Yet many brands still use tired stereotypes and clichés. If we ask the question, ‘Have brands shown more insight into reaching women this year?’ the answer is yes. And no.

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What women will want in 2003

This year, the quest to garner deeper insights into women has taken an important step forward.

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Buying bras online

Digital@jwt of Toronto, the integrated digital branding and e-business arm of J. Walter Thompson, gets the credit for a revamped site that is increasing business and winning awards for Toronto-based Bravado! Designs.

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Two simple rules for reaching your target

What do women want? It’s an age-old question.
To limit the plethora of answers, let’s look at it in the context of our industry. What do you need to know to communicate effectively to women?

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Beauty marketers target all ages with burgeoning stress relief category

Just as the social stratosphere is focusing on taking better care of themselves with an inside out approach to life – yoga, aromatherapy and new age body treatments come to mind – so too is the realm of skin care. And with people working ever-longer hours while letting the nightly sleep quotient go by the wayside, they need more help than ever to prevent a dull complexion.

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The 80% factor

Judging by what’s currently in the works at Ford, Chrysler, Saturn and especially Volvo, it seems that some of Canada’s automobile manufacturers are finally making good on their longstanding promise to get serious about marketing to women.

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Tracking a difficult target

The 18-to-34 demo is increasingly tough to catch, particularly those of the female persuasion. With so many vehicles in which to advertise – from television to the Web – cutting through the clutter becomes ever more important.

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In praise of older women

There are almost 31.5 million people in Canada, based on the 2001 Census, and slightly over half (50.4%) are and always have been women. Many companies in the retail, food, beauty, and home product categories continue to give women far more than a 50% marketing emphasis. But we’re all still trapped in a ’90s mindset: One where only younger women matter.

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What women (really) want

‘What a woman wants is one of the great questions which I have not been able to answer,’ Sigmund Freud once said tellingly. Today, companies spend an astonishing amount in an attempt to answer Freud’s question, with pallid results.

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A new face for beauty creative?

Cosmetics, hair and skin care products have used the same creative formula for the last century, and it seems to work. Strategy asked Lorraine Tao, creative director and partner at Toronto’s Zig, for her take on whether beauty creative needs a makeover, and if so, what form it should take.

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Health and beauty on the rise

Looking good never goes out of style, but a combination of factors is making the beauty category more profitable for marketers than ever.

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Eat your way to good looks?

This summer, Switzerland-based industry giants L’Oréal and Nestlé announced the launch of a joint effort to design and produce foods that enhance skin, hair and nails. The resulting ‘beauty foods’ are expected to appear on European shelves early next year.

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Fall fashion campaigns trot out few winners

Just in case you thought 9/11 might have dampened our lust for goods, stuff, what passes for wanton sexuality, the desire to parade around looking like a half-naked Baltic state streetwalker, whatever, be advised the September Vogue runs 750 pages of mostly advertising featuring a gamut of images that damn near defy description. However, I shall try my best.

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Addiction a good thing for Dior

So what’s the story?
She’s writhing ecstatically and she’s drenched in sweat. Her gauzy bra is slipping up and her impatient thumb is tugging at her flimsy thong. Looks like she’ll be naked pretty darn quick. Must be Playboy or Penthouse, right? Nope. The open-mouthed, closed-eyed model is appearing in full-page ads in Canadian fashion and entertainment magazines to push next month’s exclusive debut at the Bay of Dior Addict fragrance.