A Female Audience

One of the reasons why I love Ellen:

“Finally the pen industry came up with a way for women to write because before that we were only allowed to write in lipstick or tears”

“It comes in pink and eyeliner brown”

“Today your progress as a woman will be set back 92 years”

“I don’t want them to grow up in the world where girls have to like pink and boys have to like blue”

Is it a marketing fail? The marketing process goes something like so:

Identify potential markets → Determine market segmentation → Selecting market(s) to target → Positioning through marketing strategies

Marketers determine who to target. It’s not a shot in the dark in hopes that someone out there catches on. It’s clear that these brands were targeting women, no doubt about that. Their positioning in the marketing strategy was aimed so explicitly at women that it received negative reactions. The products created may have been creative in the idea and may appeal to some but the their marketing execution set it up for potential failure. Execution can be as important, and even more, than the actual service or product being provided. Why did Bic have to name their pink and purple pen “for her”? Just sell pink and purple pens and let us decide who it’s for.


About Bella Awards from the website

Malaysia’s 1st women awards show – Bella Awards 2013 – to celebrate, recognise, and honour successful women for their great achievement and inspirational contribution to the society.

The tagline is “she sparkles”. Guests walk down the Sparkle Carpet. The color theme is purple and the Bella logo is encrusted in sparkling diamonds. It’s great that they are celebrating and recognizing women in the community but the association of women and things such as sparkles, the color purple, and diamonds just got to me. Personally, I would have mixed feelings if I received an award tied to this kind of mantra. I wonder if any of these successful women had something to say about the theme. These were my initial thoughts when I saw the Bella Awards. But where is the line between serving/attracting your female audience and placing them into a stereotype? I question this often and am still trying to muster up an answer.




I’ve been obsessing over her lately and did a marathon of her show, The Rachel Zoe Project. I love how intense she is. She works hard and is so passionate about what she does. She is trying to stay true to herself in what she wants to see in her designs rather than simply releasing designs that will sell well commercially. Here’s a summary of the recent episode I’m referring to on smallscreenscoop. I loved this dialogue between Rachel and Michael:

Michael: “Women love pink.”

Rachel:  “It’s the only thing I have an allergy to. It’s very Barbie and bridal. I can’t. It’s bubblegum. Will someone tell me why everyone loves pink? I literally don’t understand what the obsession is.”

When all was said and done, a Bordeaux wine red had to substitute for the Rachel Zoe Fall 2013 collection. “How does Rachel Zoe do pink? She does Bordeaux wine,” said the boss.