Brands Realize That Women Have Money and Enjoy Some of the Same Things That Men Do
Slap some pink on it, and we should be good to go. This seems to be the thought process behind a lot of marketing campaigns when it comes to targeting women with products already being used by men. Hmm, I’m not a marketing guru, but this seems shortsighted at best and brand-destroying at worst.
How do some companies do it correctly? In the past few years, there have been several brands that have successfully marketed to women. They did so by avoiding pitfalls and understanding that there are probably more things that bring the two sexes together than there are that separate them.
Doing It Right
One of the obstacles to overcome to be successful in marketing traditionally male products to females is gender contamination. This is the idea that a brand or a product belongs to men or to women — but not to both. On Slate, the Simmons School of Management’s Jill Avery commented on the concept that “women somehow ruin men’s products by using them” and that this thought “appears to be showing up more and more.”
To avoid gender contamination, some companies defer to using pink and other pastel colors to try to win over the female demographic. In many cases, all this does is offend women. “Women respond to advertising that uses positive female role models and that portrays them in a strong and powerful way,” wrote Ekaterina Walter in her Fast Company article “Marketing to Women: How to Get It Right.”