Next month London will host the first "Rethink Pink Conference." Organizer Rebekka Bay told the Independent (09.29) that "advertisers' interpretation of 21st-century woman is a major turn-off to the very people they are trying to attract." Specifically, advertisers offer "the Perfect Mum" ... "the Alpha Female" ... the "Fashionista" ... the "Beauty Bunny" ... the "Great Granny."
Want to know how to get it right? Turn to the same day's Financial Times: "Unilever brand Dove's use of six generously proportioned 'real women' to promote its skin-firming preparations must qualify as one of the most talked-about marketing decisions taken this summer. It was also one of the most successful: Since the campaign broke, sales of the firming lotion have gone up 700 percent in the UK, 300 percent in Germany and 220 percent in the Netherlands." Note: The "real women," one pictured in the FT, are rather hearty.
Getting the "women's marketing thing" right, my plea for years, is no trivial exercise.
Before blogging became all the rage, Tom was posting book reviews and Observations (essentially early blog posts) to this site. You can find the archives below.
What we're talking about
on the front page.