The Edge Marketing

Wake up women (and you men too). I think we are seeing light at the end of the tunnel. Madison Avenue is getting real about advertising campaigns for women. Following the unparalleled success of Dove line of personal-care products sold by Unilever, the company introduced what it calls a "campaign for real beauty." I predict others will follow suit.

This week Nike unveiled a campaign using women with big butts and thunder thighs -- no kidding! Why? It is because that image represents the majority on the US female populace. (FYI, the average size woman is a size 14-16, not a 0.)

Remember when I told you that women aren't influenced by celebrity endorsements on the product package. Well, they are influenced by real women who they can relate to. They are not impressed by the thin, waif-like creatures that have been purported to represent the average female consumer. Nor are they in awe of the horse like runway models seen in TV commercials clunking down the stage.

Two drivers impacting this change include the fact that women are the primary purchasers of products and that women over 50 are finally being recognized as a significant purchasing demographic.

How well do you understand the needs and wants of these two target groups? Do you want to sell more products and connect with consumers though your product packaging?

We know what these buyers want in packaging. Our special report: Is your Packaging Female-Friendly? can be in you hands in 24 hours. This groundbreaking research and report is available now for only $25.00.

Find out what the representatives of the leading consumer goods companies learned about product packaging for women. Email the PackagingDiva@aol.com for an order form

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