Feb. 20th, 2007

I am woman, see me age and spend

Follow up to my post about Dove’s Campaign for Real Beauty a few months back… here is a snippet from an interesting article discussing why the campaign is resonating with women, written by Marti Barletta, author of the book PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders.

These PrimeTime Women are not in denial about how old they are or
what they look like. They accept their age, actually relish it, and
can’t wait to see what the second half of life brings them. Many say
you couldn’t pay them to be 20 again! Studies have shown that women in
their 50s and 60s report these as the happiest decades of life. As one
of our respondents exclaimed, "I love being 50; I love this time in my
life. I don’t think, ‘oh God, I’m getting old.’ I look in the mirror
and see wrinkles and I’m okay with it."

Contrary to popular opinion, Boomer women aren’t in denial about
aging. Advertisers are.
And the women they’re supposed to be trying to
connect with are getting annoyed. One respondent said: "I really resent
the notion that you can’t grow old comfortably. You must NOT have
wrinkles. The truth is, they are a natural part of aging."

Dove totally "gets" this PrimeTime Woman. And the real story behind
the success of this latest iteration of the Campaign for Real Beauty
lies in the principle that this woman is comfortable in her own skin.
Being herself feels better than being seen as perfect. Authenticity
trumps aspiration.

Marti also gives some simple yet clear marketing advice in her article:

Marketers, take note: This is the dawning of the age of PrimeTime
They are the healthiest, wealthiest, most active, educated, and
influential generation of women in history.

Marketers are always looking for a "magic" answer. For once, they
just may have one… with their huge numbers, rapid growth, and
incredible spending power, PrimeTime Women may well be the "silver
bullet" marketers are looking for.

Read the full article: The Real Story Behind the Success of Dove’s Campaign for Real Beauty courtesy of MarketingProfs.


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