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womenBrand marketers who want to be attractive to women might want to rethink their Mondays. A new survey from Omnicom media planning arm PHD says beauty product marketers might find that Mondays are the time when women feel their least attractive.

That’s one of the insights from the survey, which was launched to identify when women feel most vulnerable about their appearance to determine the best timing for beauty product messages and promotions. Overall, women across all age groups and geographies (urban, suburban, rural) have strong commonalities when it comes to feeling vulnerable about their beauty. Almost half of all women (46%) of respondents said they feel least attractive on Mondays.

On the opposite end of the spectrum, women feel best on Thursdays, as the workweek is winding down and they are emotionally preparing for weekend socializing. When asked to name the time of day when they feel they look their worst, a combined total of 69 percent of respondents identified the hours between 5-7 am, and 7-9 am. On the other hand, they aren’t night people either with 54 percent saying they also feel least attractive after 10 pm, when they are worn out from the day. Positive feelings about their appearance seem to be strongest between noon and 3 pm.

When the survey went beyond day parts to ask about the occasions they felt least attractive, the responses were more situational or emotional in nature. Among the top situations in which women feel least attractive, the top mentions included when they are waking up (69 percent), when sick (67 percent), sweating (62 percent), stressed (61 percent), crying (60 percent, and the end of a long day (54 percent).

According to Kim Bates, who heads Brand Planning at PHD, these results point to an opportunity to heavy-up and wrap marketing and media activity around the days that the beauty consumer feels the best and worst about her image, using a contrasting “Encourage/Empower” engagement strategy.

In this scenario, Monday becomes the day to encourage the beauty product consumer to get going and feel beautiful again, so marketing messages should focus on feeling smart, instant beauty/fashion fixes, and getting things planned and done. She recommends concentrating media during prime vulnerability moments, aligning with content involving tips and tricks, instant beauty rescues, dressing for the success, getting organized for the week and empowering stories.

On the enhance side, Thursday offers prime opportunities for marketing messages and in-store/promotional activity around celebrating best beauty looks, dressing for the weekend, and shopping get-togethers. Concentrate media during her most beautiful moments, aligning with content involving weekend guides, weekend style, beauty tips for social activities and positive stories.

As Bates notes, the Encourage/Empower approach can be effective in one-on-one engagements as well. “When it comes to engaging with women at any level, knowing where she is on her personal attractiveness index, and the appropriate messages relative to that information, can only make for a more productive exchange.”

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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