Women

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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.

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Women’s toothpaste promises ageless smile

So what’s the story?
You just know there had to be non-stop smiling at Procter & Gamble’s Cincinnati headquarters when they came up with this one: for-women-only toothpaste. Dubbed ‘Crest Rejuvenating Effects,’ it’s a tingly, teal-coloured, vanilla- and cinnamon-flavoured concoction that comes in chic iridescent packaging. Target demo: 30-44.

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Pears looks for Suave shoppers

Money’s tight these days. Focusing on finding new ways to maximize the consumer dollar was on the mind of Toronto-based Unilever Canada when it introduced its newest line of value haircare products this summer (19 shampoos and conditioners priced lower than premium brands), called Pears By Suave.

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Digital cameras focus on families

There’s good news for male technophiles. The women in their lives aren’t likely to disapprove of the purchase of at least one tech toy – the digital camera. Okay, so maybe it isn’t exactly the latest gadget. In fact, many camera manufacturers have recognized that the digital point-and-shoot devices are on the cusp of mainstream status, and as a result, they are beginning to address young families, and in particular moms, in their marketing strategies.

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Shopping wasn’t good so The Bay makes it better

As millions of time-strapped women who juggle family and career know, shopping isn’t good and in many cases it isn’t even fun. Women want style, fashion and quality in whatever they buy, but often can’t afford it when they find it.
Gord Sonnenberg, VP of marketing at The Bay, says women in focus groups relayed this information.

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Women’s Show aims broad

Toronto-based National Event Management is currently in the throes of planning an extensive campaign to promote its first National Women’s Show, coming to the Metro Toronto Convention Centre in November.
‘We’ll be blasting out a very aggressive marketing plan about six weeks before the show to make a lasting impression on our target audience,’ says Nicole Graves, manager of event marketing and sponsorship at the agency, adding that she hopes to attract 25,000 visitors to the two-day show.

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How would you change the perception of fake-tanning products?

Since the creation of the first fake-tanning products in the 1960s, we have had a safer alternative to baking ourselves in the sun. A slew of new products has continued to roll out, each one allegedly giving a sun-kissed look to even the pastiest complexion. But after a few botched attempts resulting in nothing more than orange blotchy streaks that faded as quickly as they were applied, a lot of consumers headed straight back to the beach.

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W targets auto and financial execs

After relaunching Canada’s first all-women’s television channel and rebranding its image from WTN to the fresh, fun W Network, the Corus Entertainment-owned station is now in full audience grab mode. By now, most viewers are aware that W is a revamped version of WTN and it’s time to start building the business.

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Innovation lures consumers to cosmetics counter

A regular lipstick or a simple face powder just doesn’t cut it anymore. As women demand more mileage from their cosmetics, manufacturers are ploughing more money into research and offering innovative features to make their products stand out on the cluttered cosmetics counter.
Whether it is a lipstick that lasts all day, miracle curling mascara, or a Hershey’s flavoured lip gloss, products with added selling-value are becoming the new norm.
And for some companies the lucrative teen demo is the target of many of these new ideas. Research by Vancouver-based teen-targeted cosmetics company Caboodles, found that the average disposable income of a Canadian teen girl is $120 per week, 25% of which is spent on cosmetics. No wonder many marketers are ‘aging down’ their marketing efforts.

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Ad plays on female shoe fetish

For some women, a new pair of shoes is as essential as fresh air. This well-documented female fetish for footwear became the insight behind a humorous campaign to promote the Calgary retailer, Arnold Churgin Shoes.

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Men as women, wireless wonders and annoying couples

Parodies promote W’s new identity

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Hitting the gym helps brand-building

Many a health club frequenter bemoans sugar. The sweet stuff is the enemy; and those who like to stay in shape know how to avoid it. In fact, fitness freaks are experts on all things healthy – and their opinion is gold.

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Agencies still lack female creatives

‘The house I live in/I’ve bought it/The car I’m driving/I’ve bought it/I depend on me,’ goes a song by that bootylicious trio Destiny’s Child. Written for the Charlie’s Angels soundtrack in 2000, ‘Independent Women’ is light years away from Madonna’s 18-year-old smash hit ‘Material Girl,’ in which the now-more-maternal pop star divulged her propensity for gold digging. There’s a new generation of women now – those who not only determine which diamonds suit their well-manicured hands, but also have enough cash in the bank to pay for them.

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Corus research into what women want sparks younger, bolder WTN

It turns out that what women don’t want, after all, is a serious TV channel that talks about issues 24/7. As Toronto-based Corus Entertainment recently discovered through extensive research, women actually go to the small screen for the same reason men do – to be entertained. This epiphany has culminated into a bolder look for WTN, now called simply W, as well as a clever ad campaign encompassing TV, radio and print that will introduce the revamped network beginning April 15.

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Anti-aging products are multiplying like Tribbles. How to elbow your way to the front of the pack:

Estée Lauder brought out its new Advanced Night Repair Eye Recovery Complex in January. Now L’Oreal’s luxury brand, Helena Rubinstein, has just launched its latest product in the anti-aging range. Prodigy, which claims to be the ‘most complete’ anti-aging product on the market, has been available at the brand’s two Toronto stores from March 6.