“Advertising doesn't create trends; it follows them.�
FAIRIES OF 21st CENTURY
May 2008.
WHY ARE WOMEN IMPORTANT TO ADVERTISERS? Women are the CPOs (Chief Purchasing Officers) at home and in the workplace. They control more than 80% of all consumer purchases. *
*www. rethinkpink.com
SHE’S GOT THE MONEY During the past five decades, women's access to money and power around the world has transformed the way they approach brands, business, products, and services. Women now influence the vast majority of purchasing decisions in virtually every industry and every category of business.*
*www.trendwatch.com
NEW GENERATION OF WOMEN The inclusion of women in the workforce has brought tremendous advancements to our society as a whole. However, it has also changed the dating scene. Until a few decades ago, a stereotypical role for women in a Western society was to take care of the home while the men went out and worked. TV shows like Sex and they City have done an excellent job of characterizing a new generation of women who: - Often don't need the financial support of a man to survive. - Can spend large amounts of money on a new dress or shoes. - Can succeed in high-profile positions that were previously dominated by men. - Have their own life and dreams. - Put of getting married and 's ettling down'. - Get in and out of dating relationships; often into their late 30s and 40s.
TARGETING WOMEN • •
•
Many marketers still make mistake by potraying women with stereotypes: either career oriented or family oriented Woman of today have multiple interests – they want it all and appreciate time savers which can make their life easier Women are working in powerful positions in society, which often require traditionally masculine behaviours and psychology: - Leadership of others. - Assertiveness. - Decisions based on logic, rather than feelings. - Direct communication
...so we should talk to them with different tone of voice!
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DIMENSIONS OF A WOMAN
According to studies 75% of ads are not compelling to women www.rethinkpink.com
1: THE BODY The need to personalise marketing…to empower ME…"I am an enigma…deal with it!" Reconciling what women respect with what they idolise is what is important; reality not perfection…at any age.
2: THE HEART The importance of putting family first… babies…pets..and being respected for more than just being a mother and adapting to her multitasking lifestyle.
3: HER MIND Real women are independent and speak their mind and contrary to many marketers belief have a great sense of humour…so you can poke fun without man bashing.
4: HER SPIRIT Real women's closest connections are with other women, invariably cause ar socially related. Real women are givers and religion is important.
“today, body has become a reflection of the self in a way that it never was before�
BEAUTY IS ALL ABOUT SELF ESTEEM The majority of women around the world feel that how they look is an important element of their self-esteem and part of defining who they are Regardless of where you live or what your age, the majority of women worldwide report that how they look is important to defining who they are Most women use beauty products, with threequarters of the women surveyed reporting beauty products are a necessity, not a luxury Respondents also reported that while appearance is important, the majority appreciate what nature has given them and find personal satisfaction in looking their best
*www. prneswire.com: Avon Global Gomen’s Survey in 24 countries on 21.000 women
THE CULTURE OF THINNESS Researchers report that women’s magazines have ten and one-half times more ads and articles promoting weight loss and over three-quarters of the covers of women’s magazines include at least one message about how to change a woman’s bodily appearance—by diet, exercise or cosmetic surgery. Television and movies reinforce the importance of a thin body as a measure of a woman’s worth. By the same time, there are many campaigns against anorexia.
www.media-awareness.ca
AGE OF AGE OBSESSION If the multitude TV shows touting the benefits of extreme makeovers is anything to go by, then it seems that cosmetic surgery has secured a firm foothold in the collective consciousness of those seeking eternal youth and beauty. Incredibly, in just 10 years, cosmetic surgery in the US has increased by more than 700 %.According to the British Medical Journal, Britans spend over 400 million $ a year on cosmetic surgery, and it’s one of the most common reasons women give for non-property loans. Driven by the aging world population, the desire to preserve youth, and the numerous advancements made in reversing the natural process of aging, the world market for anti-aging products is projected to reach U.S. $115.5 billion by the year 2010. The world anti-aging products market stands enthused by the growing need for appearanceenhancing and age-defying skin cosmetics among the aging population according to new report by Global Industry Analysts. This is leading to increased demand for products, such as, skin lotions, toners, wrinkle-removal creams, skin whiteners, luxury topical skin care products, concealers, and cover-ups. The growing acceptance of vitamins and antioxidants as effective anti-aging nutrients is expected to prod the growth of anti-aging drugs and pharmaceuticals. With younger consumers becoming more proactive about their skin maintenance regime, women aged between 25 years to 30 years are increasingly beginning to use anti-aging creams, thereby resulting in expanded market opportunities. www.aphroditewomenshealth.com
FUNCTIONAL FOOD NEW BUZZWORD Better eating. People want less bad stuff and more good stuff in their food. Look for more foods that reduce heart-damaging trans fats, and more foods fortified with vitamins and minerals. Carbs begone. High-protein and low-carb foods are selling like hotcakes used to. It is not just dieters. Twothirds of people not on a diet want fewer sugars, carbs, and fats in their food. Child health. Half of U.S. households would trade convenience for health benefits when it comes to feeding their kids. Also, kids themselves seem to be going for healthier snacks, such as yogurt. Healing power. Heart-healthy foods appeal to two-thirds of shoppers. And 40% of consumers say they're changing their diets to reduce cholesterol. Must-have ingredients. From fish oils to cholesterol-lowering plant sterols. Look for more products claiming health-enhancing properties. Better beverages. Experts predict Americans will buy more bottled water than coffee or beer. Artificial flavors are losing ground to drinks with "all natural" claims. Antioxidant tea products are all the rage. And at least one brand of coffee is adding herbs and minerals to its beans. High-Power. Energy drinks are the fastest growing supermarket category – with sports drinks right behind. Restaurants to the rescue. Want to downsize that? Responding to a drop in sales of take-out food and less eating out, restaurants are offering healthier alternatives. Menus now offer low-carb and low-fat alternatives, smaller portions, and fruit and milk instead of cookies and soda. Natural gourmet. One-third of consumers want to be able to choose organic foods. And 30% of consumers want to have a meatless meal at least some of the time. Small world. It's not just America. Our 130 million overweight citizens have a lot of company: 170 million more overweight people around the world. The global weight-loss market is a staggering $240 billion.
CROATIAN WOMEN WANT A CHANGE According to research from agency PULS, 83% of Croatian women would like to change something about their appearance: 38% would change the weight and 18% hair and height. Unlike in other countries, in Croatia women use common ways in making themselves prettier. 42% of respondents is or have been on some kind of diet. 1% of respondents would go to plastic surgery. 60% of women avoids everyday activities if they do not feel pretty enough. Taking care of their looks women start in age between 12 and 14. Older women started with taking care of their appearance a bit later which applies that new generations are becoming aware of beauty ideals and phisical beauty earlier. Younger women are influenced by their friends and media, while women 18+ have been influenced by their mums. According to research, selfesteem is clearly connected with satisfaction of phisical appearance.
www.kampanjazastvarnu ljepotu.com.hr
34,7% OF WOMEN IN CROATIA IS OVERWEIGHING
BOOM OF WELLNESS CENTRES Welness centres are beeing open all over Croatia. Word welness comes from words well being and finess and means achievieng menthal and physical health.
www.nacional.hr
CROATIANS TRYING TO COOK HEALTHIER Cookbooks today are following social trends and new knowledge in medicine and gastronomy Best selling books in Croatia are definately cookbooks: Jamie Oliver, Fitness cookbook...
www.vjesnik.hr
WAR AGAINST WRINKLES
Faighting against aging
Look more important then ever
Health means beauty Garnier, the L'Oreal-owned skin and beauty brand, launched global integrated campaign featuring its first overarching strapline "Take Care. Garnier". The French cosmetics giant was rolling out a new logo as part of a global repositioning campaign for the brand centered on promoting the importance of health...
Surgical Makers Ad Campaign
Olay Total Effects line of anti-aging products has captured the attention of women all over the world. That's because Total Effects is a system of moisturizers and cleansers that work together to fight multiple signs of aging that concern women. In their latest campaign ad: “Surgical makers can do prettier things”, they featured three faces of women with drawings and used surgical markers as pencils. It definitely tells us that with Olay, there’s no need for the the ladies to go under the knife.
Ad campaigns tell women to celebrate who they are Dove is running campaign Uniquely Me, and the goal is to eliminate low self-esteem (due to appearance?) in girls and, utlimately, women. From their website: "92% of girls want to change at least one aspect of their appearance. Dove believes all girls deserve to see how beautiful they really are and is committed to raising self-esteem in girls everywhere. That's why we created the Dove Self-Esteem Fund."
Impact of trends on new product launches •
As USA Today recently pointed out, the number of food innovations targeted at women is in the hundreds per year, and that's just in the US.
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Danone Essensis, recently launched in a number of European countries, is a drink made from fermented milk and fruit, with Omega 6, green tea extract and vitamin E. According to the French company, 'the natural ingredients in Essensis reach the deepest skin layers through the circulation system. Essensis makes sure that the cells in the skin that arrive to the top layers during the skin renewal process are of the best quality. Moreover, apart from improving the quality of the skin, Essensis also reinforces the skin barrier, thus limiting external aggressions whilst ensuring that the skin is adequately hydrated."
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For friskier functionality, check out Swedish Nexcite, a soft drink containing five "love herbs": damiana, ginseng, guarana, mate and schizandra, plus a little caffeine. The mixture allegedly jump-starts the female libido and increases stamina and endurance.
*www. trendwatch.com
BEER AND WINE •
Liqueur-style beverages aimed at women have been around for ages, but beer and wine makers are now actively pursuing the female palate, too. There's Karmi, a regional brand produced by the Polish division of Carlsberg. Karmi is a dark beer.
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In Holland and Belgium, three major players have recently introduced rosé beers aimed at women. Heineken's Wieckse Rosé, Hoegaarden Rosée and Gulpener Rosé are sweet, low-alcohol beers with fruit flavours and colours. This vets them against Dutch Sophie & Sophie, who peddle their wine refresher for women as "a low-calories and lowalcohol drink made of rosé wines from Mediterranean Spain."
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German brewer Karlsberg is also convinced that it can get more women to drink beer, though its Karla beer comes with a different twist: health benefits. Which has to do with the fact that in Germany, many women view beer as unhealthy, fattening or unsophisticated. So Karla, a beer for women, is marketed as improving health and well-being. Emphasis on health prompted an unusual distribution channel: Karla is sold through pharmacists.
*www. trendwatch.com
Functional food
Impact on brands •
The brands which will be able to offer following will benefit in the future: • • • •
• • • •
Promote health and wellbeeing Offer functional benefits which would improve overall state of body Promise eternal youth Promote natural look and emphasise uniqueness of every women
Brands will discover new distribution channels More and more brands will support health organisations and teach about importance of health In terms of media, positioning in health and wellbeing magazines and articles will be important It is expected that more and more brands will address to women and that the new brands will be developed to target this audience
“A woman's whole life is a history of the affections. “
WHO IS MODERN RENAISSANCE WOMEN Whether watching a ballet, listening to an opera, stage production, or orchestra, a Modern Renaissance woman recognizes the benefit of broadening her horizons. The Modern Renaissance woman acknowledges that learning doesn't stop when you've graduated from school. It means being flexible to new ideas, finding opportunities to exercise your mind, and muscle up your memory. The Modern Renaissance woman knows it's important to find balance for fun, family time, and friends. The Modern Renaissance woman finds pleasure in the small things. She takes pride in selecting accessories in her home that she may enjoy at a glance. The Modern Renaissance Woman is a lady who possesses a wide range of knowledge, exudes self-confidence, and embraces the beauty that is her femininity. The Modern Renaissance Woman is one who is passionate about making herself the best person she can be. She wants to be exposed to new people, places, and knowledge. She also recognizes her inner romantic self.
The challenge is that in today's society, her ability for growth and self-identity can get lost in the fast-paced schedule that is life.
STAY-AT-HOME FEMINISTS Half of the wealthiest, most-privileged, best-educated females in the US stay home with their babies rather than work in the market economy. Among the educated elite, who are the logical heirs of the agenda of empowering women, feminism has largely failed in its goals. There are few women in the corridors of power, and marriage is essentially unchanged. The number of women at universities exceeds the number of men. But, more than a generation after feminism, the number of women in elite jobs doesn't come close. The belief that women are responsible for child-rearing and homemaking was largely untouched by decades of workplace feminism. Among the affluent-educated-married population, women are letting their careers slide to tend the home fires.
New York Times, September 2007.
WHAT MODERN WOMEN REALLY WANT Of course the modern woman knows what she wants. She wants it all! Modern women want love, power, respect. Yet at the same time they want independence, solitude and the ability to be who they choose. The modern woman longs for individuality as she clamors to follow the latest trends. She wants a career, fast car, nice clothes and what ever else the latest glossy is preaching about. Over the past 20 years the concept of love, sex, marriage and fidelity has changed dramatically. Apparently marriage or finding a life partner, is no longer the most important issue on a young woman's mind. The media is full of women who are portrayed as the "modern woman" with the vast majority of these living loveless lives where the male species is nothing more than a burden or sex toy. Power, money, sex, prestige and other once male dominated realms are now being inundated with a female presence. That self-fulling love is the only love you ever need. Despite this, who would deny the comfort that can be found, curled up in the strong secure arms of a loving person. At the same time this new "modern woman" still gets excited when the door is held open for her, or when she is given right of way (based purely on her looks or gender). She still expects to have advantages handed out to her based on the fact she is of the underprivileged sex. Modern women want equality. They want love, power, more money than men. They want the joy of a family while maintaining a successful career. They want to be promiscuous without any repercussions, yet still have the safety of a loving devoting partner. Without women and men, life would not go on. And let's face it, that is all that counts!
CHILD OR CAREER?
Croatians are getting married less & older
It is OK not to be a mother
New houswives
Impact on brand • Brands will have to talk to women in a different way, not use stereotypes such either career or family if they want to grab their attention • With more available income, new luxury and status products for women will be developed • Brands will have to take into account all their interests and aspects of her personality in order to touch her heart • Because she wants it all, she will have less and less time – she will appreciate products which are time savers and helpers • She is open to everything so she will appreciate innovations and novelties
“There is no female mind. The brain is not an organ of sex. Might as well speak of a female liver. “
NEW VIEW ON WOMEN Lifestages were not determined by age, more by attitude. Nike insight was fascinating. Finding the Goddess after Michael Jordan, Nike recognized that women drive fitness trends e.g. average age and gender of adventure travelers is a 54-year-old woman. A number myths were busted e.g. women are the majority of Internet users--everything from gaming to shopping; women age 35 to 45 have the largest online representation; women buy the majority of computer and electronics. The hottest tech items for women over 40: digital cameras, blogging software, video iPods, YouTube, Facebook. Kodak discovered quite late that women are the "chief memory maker" and were cyber-savvy not cyber-scared* *www.trendwatch.com
Nike woman
WOMEN TODAY FOCUS ON CAREER The desire to advance their career requires women to commit to years of competition and relentless work while establishing a stable, successful working situation. This often means late nights at the office and frequent business trips with little time to maintain a successful relationship, let alone start a family. In the past, these years were used to settle down in a relationship and have children, but now many women are putting motherhood on hold while they concentrate on advancing their careers. Childlessness among American women has doubled in the past 20 years. The modern career woman, equipped with a rich education and a powerful drive, boasts a different image than her female predecessors. The life of a woman has changed drastically over the past hundred years, and will continue to evolve for years to come. With their access to high degrees of education, women are able to venture into new fields and excel in new careers, and by doing so are changing the role they play in society.
http://voice.paly.net/view_story.php?id=434
TECHNOLOGY AS ESSENTIAL AS THE LITTLE BLACK DRESS Tif" the Technology Involved Female • It's sometimes fashionable, always functional, and a growing number of women consider it an absolute must-have. It's not the latest designer outfit or high-end household appliance - it's technology. • • • • • • • •
Women are using computing technology in their daily lives now more than ever. Throughout the world, women are embracing technology as part of their family and work lives, as well as for social, spiritual and romantic occasions. Half of young women say their next computer will be a laptop as compared to 43 percent of men their same age. And, women continue to want more and more from their technology, with the majority of women (62 percent), like men (66 percent), enthusiastic about learning how to use new features on their computers. Women are busy and want technology to work well right from the start Women still lag behind men in some areas including confidence in their decision to purchase computers. According to the survey, men are more likely than women to be confident in their technology purchases It makes sense for companies, such as Intel, to focus on women as a key audience and to create programs that educate them about technology. While women may not feel as confident, they are nearly three times as likely as men to believe that the opposite sex overstates their knowledge about computers (32 percent women versus 10 percent men).
*www. intel.com
WOMEN LOVE TECH GADGETS Diamonds are no longer a girl's best friend 3 of 4 women would prefer a new plasma tv to a diamond necklace.The technology gender gap has virtually closed, with the majority of women snapping up new technology and using it easily. The girls gone wired survey found that given the choice, women would opt for tech items rather than luxury items like jewelry or vacations. The study found 77 % of women surveyed would prefer a new plasma TV to a diamond solitaire necklace and 56 % would optfor a new plasma TV over a weekend vacation in Florida.Even shoes lost out. The study found 86 percent would prefer a new digital video camera to a pair of designer shoes. The study found over the next five years women see themselves increasing their activities in six tech areas: digital cameras, cell phones, e-mail, camera phones, text messaging and instant messaging.
*www. foxnews.com
HOW WOMEN USE INTERNET Shifting internet demographics: Women have caught up to men online. Further, the proportion of women online is nearly equal to that of men. Young women are more likely to be online than young men. Compared with women, online men are more likely to use the internet to: check the weather, get news, get do-it-yourself information, check for sports information, get political information, get financial information, do job-related research, download software, listen to music, rate a product/person/service through an online reputation system, download music files, use a webcam, and take a class. Compared with men, online women are more likely to use the internet to: send and receive email, get maps and directions, look for health and medical information, use web sites to get support for health or personal problems, and get religious information. The growth rate for women’s participation in these online activities is greater than the growth rate for men: using government web sites, getting religious information, watching video clips or listening to audio clips, getting news and maps or directions, researching products Using the internet to communicate: More than men, women are enthusiastic online communicators and they use email in a more robust way. www.pewinternet.org
MORE WOMEN BLOGGING THEN MEN The blogosphere has hit the mainstream, according to a new survey, which reveals that 80% of Americans know what a blog is, 50% regularly visit blogs, and 8% publish their own blog. The survey also revealed that more women than men are bloggers, with 20% of American women who have visited blogs having their own versus 14 % of men. When asked about the types of information they get from blogs, 65% said they get opinions, while 39% get news and 38% get entertainment. Loyalty to specific blogs is also fairly strong with 46% of blog readers saying that they visit the same blogs regularly versus 54% who instead usually surf for new and different ones. Awareness blogs strongly correlates to age, with younger people being much more active. Of course, while blog usage continues to grow, so does their attractiveness as a potential marketing tool. In fact, 43% of blog visitors indicated that they had noticed advertisements on blog websites, rising to 61% among those aged 18 to 24. http://tech.blorge.com
WOMAN LIKE SMSing In a recent survey of tech-savvy consumers, women emerged as a driving force behind the growing popularity of two-way wireless short-text messaging service. Eighty-seven percent of 30-40 year-old women surveyed in a study said that text messaging would help them improve their personal and business communications. More than 90 percent of respondents said cell phones have significantly changed the way they do business and communicate with friends. Eghty-three percent of women over 30 said they would use the technology to keep in touch with their own family. www.mtravel.com
WHAT WOMEN WANT WHEN BUYING A CAR Women have become increasingly influential when it comes to the automotive world, in everything from car design to advertising campaigns to what happens when you show up at the dealership. According to "Marketing to Women" author Marti Barletta, women seek more advice from an auto authority (57 percent) before buying a new car; they spend more time in the purchasing process than men (17 weeks versus 15)and women shop at an average of three dealerships for best price and treatment. "Women want the same things as men, but they want more,they want performance, package and design, but they also want safety and more features. Marketing to women, is definitely different, Men respond to things and women respond to people. Michael Albano of GM's global design group says women's influence in the automotive market has hit an all-time high, noting 85 percent of all vehicle sales decisions are influenced by women with women buying 45 percent of all vehicles.
http://edition.cnn.com
Women prefer fancy gadgets over advanced technology
Women like internet banking
Super fast femiziation of Internet
Vacations for women only
Tech women
P&G OPENED WEB PORTAL TARGETING MOTHERS ONLY •
Portal providing informations for mother – gives mums opportunity to become a member and share expiriences, ask for one...
GIVE THEM WHAT THEY ARE INTERESTED IN
CELLPHONES WITH FEMALE APPLICATIONS
Impact on brands • • •
Technology brands are recognizing women as tech savy adjusting their products according to their preferences Also, some tech brands will discover that women are decision makers When it comes to Internet advertising and promotion – brands have go establish 2 way communication with women and talk about what interests them
“The greatest good you can do for another is not just to share your riches but to reveal to him his own “