In celebration of Women’s History Month, brands are rolling out innovative strategies to engage the feminine market, leveraging a spectrum of approaches to resonate with their target audience. While some initiatives showcase creativity and resonance, others raise eyebrows for their unconventional methods.
At the forefront of unconventional marketing tactics is cryptocurrency exchange Binance, which has launched a themed fragrance named “Crypto” aimed at enticing women into the world of digital currency. Described as “bold, distinctive, and deliberately disruptive,” the scent is more than just a product; it’s a symbolic message to women, emphasizing their pivotal role in the crypto revolution.
Modelo Magazine
Beer brand Modelo is making strides with its magazine highlighting women in the lowrider community, aiming to celebrate their influence on culture. While the fusion of “chicks, beers, and cars” raises questions about its effectiveness in reaching the female demographic, Modelo stands by its commitment to spotlighting individuals who embody grit and tenacity.
Hershey’s Morning Affirmations: Empowering Women Through Chocolate
Hershey’s takes a unique approach by infusing morning-affirmation-esque messaging into its packaging, emphasizing the strength and brilliance of women. With over 200 adjectives describing women as “powerful,” “reliable,” and “brilliant,” Hershey’s chocolate bars aim to serve as a source of empowerment for female consumers.
Planet Fitness and Blink Fitness
Gym chains Planet Fitness and Blink Fitness are tapping into the empowerment narrative by engaging with female consumers through fitness initiatives. Planet Fitness partners with musical artist Megan Thee Stallion for its apparel collection, donating proceeds to women-centric organizations. Meanwhile, Blink Fitness offers free events targeting high-school-age girls to encourage participation in weightlifting, aiming to break gender barriers in the weight room.
The Gender Divide in Online Transactions
Recent studies reveal a significant gender gap in online transactions, with women transacting online 34% less than men, on average. Despite lower transaction rates, women wield substantial spending power, influencing various sectors of the economy. Examples include the success of the Barbie movie, Taylor Swift’s eras tour, and Beyonce’s Renaissance World Tour, which collectively generated billions in revenue.
As brands seek to capture the attention of female consumers during Women’s History Month, their approaches vary from the unconventional to the empowering. Whether through fragrances, magazines, affirmations on packaging, or fitness initiatives, brands are recognizing the importance of engaging with women in meaningful ways, contributing to a more inclusive and diverse marketplace.
