Marketing to Women Part II

Dec 3, 2007

continued from Part I

     "The majority of women wake up [committed to wellness], but real life gets in the way," she says. Marketers need to "market to moments" when women's best intentions fall by the wayside and, instead of an apple, they grab a candy bar, she says. Isn't that capitalizing on weakness? Maybe, but the smaller portions help keep wellness on track when willpower falters.

     The second big buy-driver for today's women, preparedness, relates to a recent study Styring conducted that is the subject of her book, In Your Purse: Archaeology of the American Handbag. Women have a strong need to take care of things, and to help others, she says. That's why their purses hold on average 67 items to help them get through their day, from tampons, to lipstick, to mints, to hand lotion.

     "If you put your product in every purse, the available sales potential is 212 million units," says Styring, whose efforts to document the contents of 100 purses is chronicled in a YouTube video. On a monthly basis, the sales potential skyrockets to 2.5 billion units.

     The last and most evident trend Styring sees emerging is the need to indulge. "Think 'Calgon, take me away," she says, referring to another '70s ad standout, and points to a number of products that give women a chance to splurge and be good to themselves—Starbucks, anyone? So much the better if the indulgence also satisfies a practical need, as with fashionable houseware offerings.

     Even color is a kind of indulgence—though it's becoming more of an entitlement as more products come in colors, when a teen can get an iPod the same color as her lip gloss, or single housemates can buy a retro-mint-green refrigerator to reflect their vintage spirit. "Women have always adorned their clothes and bodies in a way that expresses their individuality. Decorative electronics [and appliances] are another extension of painting your nails," says Styring.

     Beyond color, renowned trend-spotting group BrainReserve, headed by Faith Popcorn, says customization and personalization is a big consumer trend on the horizon, and women will certainly drive it. They will want to be more involved in the creation of their products vs. just being able to pick their favorite color. "The experts call this EGOnomics: To offset a depersonalized society, consumers crave recognition of their individuality," says Popcorn.

     Marketers in the home improvement industry have already jumped on this emerging trend, offering a dizzying array of finishes, styles and colors. Delta Faucet Co., for instance, offers interchangeable faucet handle accents in four different colors for greater design flexibility. Consumers can also mix and match spout and handle designs to create their own look.

     "Women are 'drivers' in the marketplace, making nearly 70 percent of purchase decisions in the home. But they're not just choosing products by their aesthetic properties," says Judd Lord, Delta's director of industrial design. "They are also factoring in functionality in addition to the added convenience they offer in the home."

For More on Marketing to Women:
Marketing to Women Part I
Marketing to Women Part II
Marketing to Women Part III
Politics: The Way to Women's Purses?
Automakers Getting Up to Speed