Gender Marketing encounters, interview n°11


Interview with Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe 

P&G Vice President

Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe

The 2th April 2012

Agence L / Womenology
Do you know which group of customers/shoppers are the ones consuming products of your brand? Those who decide? Those who buy?

Anne Doberstein
Roughly speaking, about 80% of our products are bought by women. This includes up to 60% of male grooming products like Gillette, Braun or Old Spice being bought by mums, wives, girlfriends etc for the men in their family. Often, however, the actual purchase decision on brand or product may already have been made as loyalty in these categories is high.


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Posted on 5 April 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°6


Interview with David Garbous, Director of Marketing – Lesieur

January 6th 2012

Agence L / WomenologyDavid Garbous, Director of Marketing Lesieur
What proportion of women buy Lesieur products ?

Davis Garbous
Lesieur is present in two huge markets : oils, which make up 90% of our company, and sauces and condiments. 74% of all consumers are women, and yet this is a figure that is on the decline. The consumer demographic in the oils sector is becoming increasingly male, with more and more men getting involved in the shopping process. In other words, they no longer blindly follow the shopping list they are given, but instead are starting to make their own decisions in choosing products.

Agence L / Womenology
Can this be explained by a shift in attitudes ?

Davis Garbous
It does appear that there has been an evolution in terms of the distribution of tasks, responsibilities and even social structure (17% of households are single-parent led, compared to 6% in 1962). However, there is still a deep-rooted notion that men should cook at the weekend, for friends and special occasions, while women should be relied upon for daily meals.


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Posted on 16 March 2012 in Diet, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°5


Interview with Xavier Vey, General Manager at L’Oréal Luxury Division France

11th January 2012

Agence L / WomenologyXavier Vey, General Manager at l'Oréal Luxury Division
What share of the perfume market does the female market represent?

Xavier Vey
To give you an overall picture, the French fragrance market is the second biggest in the world, the first being the United States. But bear in mind that the size of these two markets is very similar despite the population of the United States being six times bigger than the population of France!
In France, the fragrance market represents 60% of the total consumption of skincare-cosmetics-fragrance products. And female perfume represents more than 40% of all these products in selective channels. Our target market is 80% female. And with a 20% share of fragrances for men, France is one of the most important markets, globally, for male fragrance.

Agence L / Womenology
Has this female/male division changed in your market?

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Posted on 15 March 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°4


Interview with Odile Roujol, Director of Communications at Orange

Agence L / WomenologyOdile Roujol, Director of Commeunications at Orange
Globally, what’s the share of female consumers of your new brand Sosh, in relation to male consumers?

Odile Roujol
Sosh is the 100% digital mobile brand launched by Orange, it’s community-based and participatory. In community, on the social networks, we pretty much cover the French population. In terms of subscriptions, we were at about 2/3 men and 1/3 women in the first few weeks after its commercial launch in October 2011.

Agence L / Womenology
At Orange, have you seen this share evolve over the last 10 years?

Odile Roujol
The market has in fact evolved in terms of equipment with the development of smartphones and now tablets, new practices have developed from voice to Internet connection and we’re noticing that women are getting to grips with it just as much as men and with a real interest in all these new customs. There therefore isn’t really much of a difference in use.


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Posted on 12 March 2012 in High Tech, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°3


Interview with Hubert Hémard, Deputy Managing Director at Monoprix

4th November 2011

Agence L / Womenology
What is the core target of Monoprix these days? Has this target developed over the last few years?Deputy Managing Director at Monoprix

Hubert Hémard
Monoprix is a working-class store, established in 1932. In the beginning, Monoprix stores were discount stores with clientele from the town centre of the time which was made up of small craftsmen, glaziers, carpenters and light industry. Therefore, Monoprix’s clientele was working class, and the brand came to be. Then this clientele from the town centre gradually became middle class and moved upmarket. Now, the glazier has become a lawyer, the carpenter has become a banker or trader and therefore expectations aren’t the same. In the past, people got up early and went to bed early; today, they maybe get up early but they go to bed a lot later, rites and rhythms have both changed.
Nowadays, Monoprix’s market is 75% female.
Before, women didn’t work much or at all, they looked after their children, and nowadays they work, they spend money on themselves, they can indulge themselves. This change of mentality, this development has created for us a change in the relationship we have with the client. The tone of communication is en rapport with the client, in other words, we always address the client in an intelligent way. We often hear in communication that you should be very direct; our hobby horse is to bring value to daily life, it’s an approach that’s in Monoprix’s genes, to enrich the daily lives of its clients. And this enrichment is about more than just material goods, it’s not enough to just give your clients coffee, it has to be the best of coffees and there has to be a service.
Finally, it’s about adding value to daily life, about being identified as a brand that provides this difference, this happiness, and that therefore gives us a particular tone of communication.


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Posted on 9 March 2012 in Diet, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°2


Interview with Caroline Lamprecht, Marketing Director at GEMEY MAYBELLINE FRANCE

22nd November 2011
Agence L / Womenology                                    
Is there a typical Gemey Maybelline woman? Or are there several Gemey Maybelline women?

Caroline Lamprecht
There are several types of women, that’s absolutely certain. Primarily, we’re a brand with a double logo. The Gemey woman isn’t the Maybelline woman and there are also “Gemey-Maybellines”. Historically, the Gemey woman is a bit older. Women in their 40s and over call the brand Gemey, not Gemey Maybelline. They’re very attached to the values of Gemey, a traditional French brand with quality products that inspire confidence. Gemey and Maybelline are complementary. And to this duo, Maybelline provides all the energy of New York, the trends, the colours, in one word the SHOW! The Maybelline woman is young, very trendy, on the lookout for innovation and must-haves!


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Posted on 8 March 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters


Womenology and Agence L, a communications agency specialising in the female market have teamed up to lead a study on “Male/Female differences: from the perception of advertising messages to purchasing behaviour”.
As part of this study, Agence L and Womenology interviewed managers from major brands from all sectors (automotive, banking, convenience goods, beauty, telecommunications, etc.) in order to gather together the insights and business practices of each of these brands:
- What impact does the evolution of women’s position in society have on the brand’s business?
- Has the brand identified perceptual differences between men and women in relation to their communication messages?
- Does the brand take into account the differences between men and women in terms of their purchasing behaviour?
Read on for the first interview led by Marie-Estelle Wittersheim from Agence L and Benjamin Smadja from the aufeminin.com Group.
Interview n°1: Gilles Quetel, Advertising and Events Manager at TOYOTA FRANCE
6th October 2011                                                            

 Agence L / Womenology
Have you noticed, over the last few years, a change in women’s involvement when it comes to decision-making for new car purchases?

Gilles Quetel
Toyota is quite a masculine brand which established itself in France with 4x4s, and at the time 4x4s were very masculine. So over time we’ve brought out other more feminine models. Today, 42% of Toyota’s customers are women.
And little by little we’re also starting to have women in the sales network. They’re still the minority, but we know that our customers appreciate being listened to, informed and served by a saleswoman.


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Posted on 7 March 2012 in Motoring, Reflections, Gender Marketing encounters , Sectors
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European mums and their time management


According to a recent study led by P&G, European mums are today confronted with an almost “logistics” style management of their professional, family and conjugal life: we refer to them as “mum managers”.

This European study, carried out in 13 countries and amongst 10,000 mums, reveals great changes in society, as well as new forms of “tension” linked to the individualisation of society and the thirst for personal fulfillment of each individual.
Womenology provides a synopsis of the study through 15 distinguishable results:

1. Men / Women: differences remain over home life and the way its organised

Serge Hefez, a psychiatrist, psychoanalyst and family therapist, observes fathers making a strong and continual investment, like mothers, within the family home. Differences between men and women persist, however, regarding the nature of this investment and the time dedicated to home life. For fathers, the family home still remains symbolically associated with well-earned rest. It’s a “cocoon”-like place that he goes into after the “conquest”, his fulfillment coming first and foremost from his professional universe. Even if fathers are investing more than ever in home life, they quite willingly attribute the responsibility of the home to the mother.
For mothers, the home remains the focus of their personal and family fulfillment, sometimes leading to a sense of guilt for those mums who would like to invest more in their careers. “The level of guilt is higher amongst men than amongst women,” notes Serge Hefez.


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Posted on 6 March 2012 in Women's behaviour, Reflections, Health & Wellbeing, Sectors
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When surfing the Internet men and women don’t share the same habits


Despite the fact that men and women have nearly the same connection to the Internet their activities (whilst browsing the web) differ according to gender, reveals a survey by The Observatoire des Usages Internet of Mediametrie, a French audience measurement company, published in November 2011.

Women are more willing to buy on the Internet.

49% of surfers are women, 51% are men. But beyond this equity, Mediametrie Survey shows that women are more inclined to buy online than men. 45% of them made online purchases during last month in comparison to 40% of men, who generally prefer to compare prices on the internet in order to find the best available deals. During the last month 2 out of 3 men compared prices online, in contrast to only 57% of women.


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Posted on 21 February 2012 in Differences men and women, Internet, Reflections, Sectors
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Male and female views on underwear


A survey published in January 2012 by Kantar Worldpanel for The International Lingerie Salon in Paris analyses hot consumers trends relating to underwear. It reveals, in particular, that in regard to seduction, men and women are far from having the same perception on lingerie. Let’s take a look at these gender differences in relation to underwear.

 Less thongs, more comfort

In the big match between girdle and thong, the girdle amazingly wins. The survey shows that women buy thongs less than in the past. The thong simply isn’t fashionable anymore: between 2008 and 2011, purchases of thongs declined from 30 to 25%. On the other hand, shapewear could be the new brands’ spearhead. The girdle and high-waisted briefs are quickly regaining ground: 1 woman in 4 has one and 50% of women consider them to be practical buys, helping them to appear more slim or purchases which are fashionable again.


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Posted on 16 February 2012 in Differences men and women, Fashion, Reflections, Sectors
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“Happy” infidelity?


 

Whilst Gleeden.com is the “number one extramarital dating site developed by women”, aufeminin.com’s infidelity forum, created in 2003, mirrors the behavioural and social evolution of women.

The evolution is behavioural because from a “passive” infidelity (where the women suffer due to being victims of it), women can now be seen communicating more often about an “active” infidelity, one in which they have an active role.

The evolution is social because the points of reference that women need to construct their lives have changed: religious and political spheres have less of an influence than before; women construct their points of reference themselves or with their community. Isolation is no more.


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Posted on 13 February 2012 in Women's behaviour, Reflections
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European women and jewellery


As Marylin Monroe used to sing, “Diamonds are a girl’s best friend”. The European jewellery survey, carried out by aufeminin.com prouves it :
85% of women dream of receiving a ring for Valentine’s Day. When it comes to looking for information about jewellery, 3 out of 4 European women turn to feminine websites.

You’ll find below the infographic developed by aufeminin.com

jewellery infograpic

European women and jewellery

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Posted on 30 January 2012 in Women's behaviour, Reflections, Sectors
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The family is a driving force in the resolution of addiction problems


“The family is a driving force in the resolution of addiction problems” Jean-Michel Delile (psychiatrist, family therapist and ethnologist, specialist in addiction-related issues)

Our teens: bigger consumers of drugs than previous generations?
We commonly hear it mentioned that today’s youth is more depraved than previous generations: 31% of you think so. Essential point: 53% of you think that young people are, above all, more exposed to social pressure than in the past.

Drugs: ineffective prevention?
When asked about the effectiveness of youth drug prevention campaigns, your reponse is clear: only 3% of you think that they are truly effective.

Cannabis: Prohibition, legalisation?
You’re unanimous: legalising cannabis is out of the question! 64% of you voted against it. This is an opinion shared by our psychiatrist: “I’m against it because it risks increasing the level of consumption, but particularly because it favours usage from an earlier age.” On the issue of penalising people, however, our expert finds “excessive, the fact that you could end up in prison for simply using it. It would be more effective to direct these people towards compulsory treatment, rather than incarcerating them.”


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Posted on 26 January 2012 in Women's behaviour, Reflections, Health & Wellbeing, Sectors
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Wine is no longer a man’s business


Surprise in the world of wine: the best wine grower of 2011 is a woman.

Astonishing? Not really. Women are more and more interested in wine, becoming wine growers, wine stewards, buyers or just consumers. Let’s look at their importance in the sector.

Wine is not solely reserved for men

Even though a long tradition links men and wine (cf. “Women and wine”), women were often kept back from its consumption and production. Female drunkenness, considered to be vulgar, was banned. It was a privilege permitted only to prostitutes. Yet, in her book entitled “Les femmes et l’amour du vin,” the French researcher Segolène Lefèvre reveals that in antiquity, women from Babylon took part in libations and even queens could drink wine. A situation quite opposite to that of Athens, where women didn’t have the status of citizens and where their attendance during banquets would have been considered scandalous.

This is all changing today. Women have not only become consumers but a considerable economical target: 70% of wine purchases in France are made by women.
Many events have taken into account women’s investment in this domain. In 2007, Didier Martin created the “Féminalise” competition. Female professionals and oenologists get together once a year in Beaune to vote on the best wines. Gold, silver and bronze medals are awarded to the best quality wines but, above all, “it’s the guarantee to have a wine which has been liked by women and which will seduce men”. The international women and wines competition was also created in 2007. Competitors are male and female but, as with the Feminalise competition, the jury is exclusively formed by women. Two competitions in which the medals awarded guide women’s purchase decisions. They shed light on the role of women in the world of wine.


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Posted on 23 January 2012 in Diet, Women's behaviour, Reflections, Sectors
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European survey: Women are in the driving seat!


These days, women are in the driving seat: they use their cars just as much as men do, they like to choose the model by themselves and they know exactly what they want. And it’s not a fantasy! In fact, 4,460 women took part in the car survey throughout July. So, women at the wheel… is their determination taking a turn in a new direction?

“I DON’T NEED ANYBODY”

It’s a fact, women are revved up about cars nowadays. The proof: 41% of European women now buy their cars on their own. Women have become as privileged as men when it comes to being targeted in advertisements or information campaigns.


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Posted on 19 January 2012 in Motoring, Women's behaviour, Reflections, Sectors
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Beauty and sensuality are significant assets in the job market


For some decades, studies have shown that people who are considered to be physically beautiful are at an advantage in a number of areas, both private and professional. Three recent books confirm this trend by showing that beauty has become a major factor in building a career… but they disagree about the measures to take to wipe out this discrimination.

Source : The Economist.

Beauty facilitates life: this isn’t a dubious statement but a postulate that has been scientifically proven on several occasions. Since 1974, Mr Efran showed in his study “The effect of physical appearance on the judgment of guilt, interpersonal attraction, and severity of recommended punishment in a simulated jury task” that ugly-looking defendants are more severely punished during a trial than those who are considered beautiful. Likewise, attractive-looking people are more likely to gain a place in a queue, benefit from help when they need it, etc.

In the professional field as well, the influence of physical appearance has been recognised for several decades. In 1981, Mr Solomon showed, with supporting experiences, that job applicants’ clothes were often a decisive factor in recruitment (“Dress for success: Clothing Appropriateness and the Efficacy of Role Behavior”).

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Posted on 19 January 2012 in Beauty & Toiletries, Women's behaviour, Reflections, Sectors
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“family is sacred”! Eram Gives New Faces to Mothers


With its advertising campaign “family is sacred”, Eram counts on irony to twist advertising clichés about the family unit.

By showing families with gay parents or a “cougar” mother in a relationship with a younger man, the brand has distinguished itself.

It has been an original and provocative initiative which has disturbed the most conservative people in France.

 

A campaign which reflects social mutations

“As my two mums say, family is sacred,” announces a mixed-race little girl surrounded by two women with clear skin. “As my mum and her boyfriend, who could be my older brother say, family is sacred,” claims another little girl who is fair-haired. With stepfamilies, lesbian couples, “cougar” mums in relationships with younger men, or adopted children, identities are multiplying. The figure of the mother may be heterosexual or homosexual, family can be “reconstituted”, but the spirit of family remains. This idea surprises and calls out to people in an advertising world which doesn’t always echo social changes. But more than merely being surprising, this ad provokes. It plays on the wavelengths between the expression “family is sacred”, which refers to traditional and religious values, and images reflecting the new family structures. Especially by making the kids be the ones talking, Eram insists on the fact that their lives are not destabilised by these social mutations.


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Posted on 10 January 2012 in Brands Analysis, Fashion, Sectors, Case Studies
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Waxing, a social norm that’s been accommodated for half a century


A ritual that’s practically become a necessity for women today, waxing has taken a few centuries to become a social norm. Legs, arms, armpits, eyebrows, bikini line, everything goes now: a study led by Patinel in 2006 showed that 20% of young French women only wax in the summer, and the remaining 80% wax all year round.

In ancient Egypt, body hair was considered to be impure and a symbol of animality: pharaohs and the religious had to remove all body hair, and women weren’t allowed hair in their pubic region. Muslims were very early to wax their legs, using sugar-based wax that they prepared themselves. But the arrival of Catholicism in the West prevented the spread of such practices. Catherine de Médicis even went as far as banning female hair removal, apart from plucking the forehead which was fashionable during the Renaissance. Waxing as we know it didn’t take off until much later, in the 1920s, with the arrival of short dresses, followed by paid holidays (1936) and transparent nylon stockings from the United States (1946). The first advertisement for female waxing (see opposite) appeared in 1915, it reads: “Summer Dress and Modern Dancing combine to make necessary the removal of objectionable hair.”

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Posted on 7 January 2012 in Reflections
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More women than men use multiple media simultaneously, according to Deloitte


Business advisory firm Deloitte designed a study in 2010, entitled “State of
the Media Democracy”. For the Women in Media initiative, Deloitte revealed a summary of its conclusions about women: when it comes to media, they are more skilled at multitasking than men are.

Source : Offre média.

“Unlike men, women are more capable of doing several things at once”: the age-old dictum rings true for media consumption too, according to Deloitte.
While television and the press are the two media that influence women’s purchasing decisions the most, it¹s rare that women dedicate their full and entire attention to them: much more than men, they like to use several media
simultaneously.

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Posted on 21 December 2011 in Women's behaviour, High Tech, Reflections, Sectors
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Female sportswear brand Roxy launches a female surf contest


Roxy, the sportswear line for women, introduced by the Quiksilver brand, has always been a pioneer in women’s sports by designing clothing that’s both practical and feminine. But Roxy is also intent on promoting female sport by organising events. The latest one? An international surf contest… for women only.

From the 11th to the 17th of July 2011, the Roxy Pro surf contest took place in Biarritz, in partnership with Orange.

Gathering together the best female surfers on the planet, including reigning world champion Stephanie Gilmore, the event created a sensation on surfing websites… all the more so as the contest was broadcast live on the brand’s website. Novices were also catered for, as Roxy organised introductory surf lessons and sports demonstrations alongside the main contest. A nice way of showing that board sports aren’t reserved for men…

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Posted on 15 December 2011 in Brands Analysis, Entertainment & Culture, Sectors, Case Studies
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