Marketing to Women

All about the female mindset

Decision Making

Stephen Whiteside, Event Reports, Festival of Media Latin America, September 2015

This event report outlines how L'Oréal, the beauty group, has tapped a new breed of digital influencer to give its marketing a deeper relevance for the online audience.

Izzy Pugh and Christene McCauley, ESOMAR, Congress, Dublin, September 2015

This paper describes a research project for Diageo, the drinks company, which sought to gain a better understanding of women in order to engage them with its brands.

MMA Smarties, Bronze, 2015

This case study explains how DSW, an American footwear company, used digital ads integrated across devices to increase sales.

MMA Smarties, Gold, 2015

This case study explains how KappAhl, a fashion brand, developed a mobile loyalty program.

MMA Smarties, Silver, 2015

This case study explains how Oral-B, a dental hygiene company, raised awareness around oral hygiene and promoted its products.

MMA Smarties, Gold, 2015

This case study shows how Sunsilk, a shampoo brand, used a campaign on Zalo, a social mobile app, to increase loyalty among young women in Vietnam.

MMA Smarties, Bronze, 2015

This case study explains how Lifebuoy, the personal care brand owned by Unilever, promoted its shampoo brands in Pakistan with Mother's Day campaigns over two years.

MMA Smarties, Bronze, 2015

This case study explains how Rexona, a deodorant brand, used sponsorship of a TV show and a mobile app to increase engagement with consumer in Turkey.

Frank Alpert and M. Kim Saxton, Journal of Advertising Research, Vol. 55, No. 3, 2015
A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time.



How to market to women

Practical tips, examples and recommended reading


Marketing to Moms

An overview from the Advertising Research Foundation


Women 2020

How women's expectations are changing the future


Johnson & Johnson: Blister Plasters. And Club Nights?

IMC Awards winner targets young female partiers