Marketing to Women

All about the female mindset

Decision Making


Dianne Gardiner, ESOMAR, Qualitative, November 2014

This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.


Case Study

Avene: Selfie
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how the Avene make-up brand won brand likeability with a social campaign.


Napas Kitirattragan, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Maybelline, the make-up brand, used an influencer-led strategy to launch a new product, Color Tattoo, in the eye-shadow category in Thailand.


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Olay Body Wash, the toiletries brand, was marketed in China used a promise-keeping platform to grow unaided awareness and sales.


Case Study

Garnier: Hijack
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This campaign launched Garnier PS Cream in China, with the creative based on the trend of young Chinese women to Photoshop their selfies before posting them on social media.


Rujeeporn Navakul , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a limited edition product launch by Oriental Princess, a cosmetics brand, which used a secret-leaking microsite to catch existing customer's attention and increase sales.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This campaign explains how Rexona increased sales of its deodorant brand amongst women in Malaysia by encouraging them to exercise with a branded mobile app and charitable donations.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Avene make-up was marketed in China by using customers' social media accounts to deliver Avene's own message.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Allergan needed to find a unique way to attract the attention of 40 to 64-year-old Japanese women for its cosmetic product, Botox Vista.

WARC RECOMMENDS


BEST PRACTICE

How to market to women

Practical tips, examples and recommended reading


ARTICLE FOCUS

Marketing to Moms

An overview from the Advertising Research Foundation


TRENDS

Women 2020

How women's expectations are changing the future


CASE STUDY

Johnson & Johnson: Blister Plasters. And Club Nights?

IMC Awards winner targets young female partiers