Marketing to Women: A Gap between Real

&IdealNick Ammons & Viktoriya

Oliynyk

• A Fresh Outlook on Marketing to Women• How mass media influences women’s

beauty images

Evolution of Ideal of Women in Mass Media

Who New Women are and What They Respond To:

• Beauty as an internal expression, with all body types and all ages welcome Emotional and contextual marketing

• Women as a CEO of the household Marketing should empower her to make important decisions

• Women live with hope, not in fear Market products that can improve their lives

• Focused on quality, not quantity “do more, buy more, be more” strategies do not work any more

• Women want safe and purposeful products Pink and fancy products are not appealing any more

Ideals of Beauty and Cultural Values• In recent years, skin whitening has

become a huge industry in many Asian countries

• Sunless Tanning Lotions have a growing popularity in Western countries

Sexy!

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Push-Up Bras• These bras lift the breasts and with their

unique padding give shape to them.• Victoria’s Secret web site • http://www.youtube.com/watch?v=6TwgVD

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Implications of Cosmetic Marketing• “The first thing the advertisers do is

surround us with the image of ideal female beauty so we all learn how important it is for a women to be beautiful and exactly what it takes.”

• Aggressive marketing can shape the individual’s self image, as well as the perception of you from others.

Body Image• “It's no accident that youth is increasingly

promoted, along with thinness, as an essential criterion of beauty. The message we're hearing is either "all women need to lose weight" or that the natural aging process is a "disastrous" fate.”

• http://www.youtube.com/watch?v=qFbYW6bNViw

Women don’t sweat; They perspire. Right?• Nike’s Sweat Wicking Corset?• Leather soled shoes for dancing.

Nora Jones!

References• http://www.franklinstreet.com/whitepaper/WOMEN_WHITE_P

APER.pdf

• Kang, Stephanie. Cranky Consumer: What Image Consultants Really Advise You. Wall Street Journal. (Eastern edition). New York, N.Y.: Feb 16, 2006.  pg. B.4 http://proquest.umi.com/pqdweb?did=986963601&sid=2&Fmt=3&clientId=7396&RQT=309&VName=PQD

• Anorexia Video http://www.youtube.com/watch?v=qFbYW6bNViw

• Body image Http://www.womenshealth.gov/bodyImage/• Killing Us Softly 3: Advertising’s Image of Women

http://topdocumentaryfilms.com/killing-us-softly-3/• Skin whitening big business in Asia

http://www.pri.org/world/asia/skin-whitening-big-business-asia.html