Marketing to Women

All about the female mindset

Decision Making

European Association of Communications Agencies, Bronze, Euro Effies, 2014

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK.

Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.

European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.

Vivek Banerji, Takashi Takenoshita and Melissa Dagless, ESOMAR, Congress, Nice, September 2014

This paper illustrates how customer insights helped Shionogi, a Japanese pharma company, launch a new drug in the women's health category in Europe.

Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report explains how Rent the Runway, an online platform where shoppers hire designer apparel, has disrupted the fashion industry.

J.Scott, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.

Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.

Michael Derepas, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how BONDS, an Australian underwear brand, launched a new range of bras with a temporary brand re-naming.

Low Lai Chow, Event Reports, The APPIES, August 2014

This event report looks at how Unilever's Rexona brand used consumer insight to drive sales of deodorant in Malaysia.



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