I've discovered a
tremendous change in what are called beauty products' approach to
potential clients: your confidence comes from the way you think and
behave, not your hair or skin.
@DianaTheodores has tweeted two great campaigns: one from P&G's #LikeAGirl Social Experiment and one from Pantene on women constantly apologising.
Both campaigns focus on developing leadership skills for women. Has anyone noted how radical a change this is from the success that used to be promised due to feminine wiles?
Here's a story: I worked for one of the most successful women's magazines in NYC for a short stint of 8 months. I didn't know what I was getting into, right out of teaching drama at Brown University where no one really cared what your hair looked like or if you wore make-up.
On arrival at this first job (I was told I was lucky to get with a PhD and no experience), I began planning my exit strategy.
Why? The editorial strategy was (in short) to alternate articles telling readers that they are enough just as they are -- with articles that tell them they are not nearly good enough.
In other words, the editorial strategy - led by advertising - alternated enough support to keep readers reading with enough anxiety to make readers run out and buy something to make them good enough. Women need to dress differently, look younger, lose weight - you know the drill.
It was an editorial formula followed every month, and I didn't want any part of it.
What a difference a decade makes. Women have transformed the way companies advertise because of the way we think about ourselves. Campaigns are designed to target our aspirations. Apparently, increasingly, the market is demonstrating we aspire to leadership based not on our looks but on our confidence in our own ability to lead.
____________________________________________________
*Please note, UK folk: in the US cultural norms insist you don't apologise in business. One takes no prisoners, as I've been told as a New Yorker in London throughout my seven years here.
@DianaTheodores has tweeted two great campaigns: one from P&G's #LikeAGirl Social Experiment and one from Pantene on women constantly apologising.
Both campaigns focus on developing leadership skills for women. Has anyone noted how radical a change this is from the success that used to be promised due to feminine wiles?
Here's a story: I worked for one of the most successful women's magazines in NYC for a short stint of 8 months. I didn't know what I was getting into, right out of teaching drama at Brown University where no one really cared what your hair looked like or if you wore make-up.
On arrival at this first job (I was told I was lucky to get with a PhD and no experience), I began planning my exit strategy.
Why? The editorial strategy was (in short) to alternate articles telling readers that they are enough just as they are -- with articles that tell them they are not nearly good enough.
In other words, the editorial strategy - led by advertising - alternated enough support to keep readers reading with enough anxiety to make readers run out and buy something to make them good enough. Women need to dress differently, look younger, lose weight - you know the drill.
It was an editorial formula followed every month, and I didn't want any part of it.
What a difference a decade makes. Women have transformed the way companies advertise because of the way we think about ourselves. Campaigns are designed to target our aspirations. Apparently, increasingly, the market is demonstrating we aspire to leadership based not on our looks but on our confidence in our own ability to lead.
____________________________________________________
*Please note, UK folk: in the US cultural norms insist you don't apologise in business. One takes no prisoners, as I've been told as a New Yorker in London throughout my seven years here.
1 comment:
Hi Annette!
Unlike in Japan (where I just returned) when apologizing is synonymous with politeness. A colleague left her phone behind at the hotel and it was forwarded to us at our next location wrapped in the way only the Japanese can do and with a note apologizing for her having left the phone behind!
Hope you are all…Ilene perlman
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