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Key reading

women

Marketing to women: the new rulebook

Sets out a new way of thinking about marketing to women as old definitions and associations become outmoded. Traditional identity-drivers such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Young women's health, fitness and wellbeing

Topline global trends in attitudes and approaches to health among under-30s women.

Women 2020: How women's actions and expectations are changing the future

Why marketers need to respect the changing role of women in society.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.
Not a subscriber? Download this sample

P&G tackles a taboo with a digital conversation – 'Like a Girl'

How Always engaged consumers in a new way by changing the conversation.


Latest case studies

Always: #LikeAGirl

This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.

L'Oréal: Makeup Genius

This case study explains how L'Oréal Paris, a cosmetics brand, created the first app that used augmented reality, so women could try on makeup anywhere, anytime, using a smartphone.

Vodafone: Between us

This case study shows how Vodafone, a mobile carrier, was able to tackle the huge social problem of domestic violence in Turkey by using a specially developed app.

Unilever: Comfort SofTest

This case study demonstrates how Comfort Pure, Unilever's global fabric conditioner brand, used digital disruption to attract young Vietnamese mothers, break revenue stagnation and get the brand back into growth within a year.

Latest articles

Barbie's road to multicultural reinvention - and renewed relevance

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Unilever's formula for avoiding advertising stereotypes

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Sanitary protection: Evolving category in the changing world of womanhood

This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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asiapacific@warc.com