A meeting with Capucine, the creator of the blog Babillages
How did you think of the idea to create Babillages?
I was 19 and a student in communication and journalism. I started my first internship in women’s press, mainly in the beauty sections. That gave me the desire to do this job so I started a blog on beauty. At this moment in time, I hadn’t really had the opportunity to write in the magazines which I worked for, so the blog seemed to me an obvious way to prove that I was interested in this industry. That’s when I got myself into the game. The internet users are really connected with each other over it. The blog was no longer an advertising space to my potential employers. That was 7 years ago now! Babillages is a great adventure. I have grown up with my blog and the blog has grown too. I am also in the middle of working on a new version of Babillages which will mark a true turning point in my professional life. I want to put forward a much richer experience which I hope would please my readers! My blog will in effect transform itself into a real website…But that’s all I’m going to tell you, patience!
Sophie Blum, CEO of Procter & Gamble
In Jerusalem, the Conference « Facing the Future » (Facing Tomorrow), which took place from 21 to 23 June 2011, propels new Marketing ideas onto the horizon of 2012. For the third consecutive year, political, intellectual and artistic personalities gathered around the Israeli President and Nobel Peace prize winner Shimon Peres at an international and unique event that offers a real opportunity to think about the world of tomorrow.
According to Sophie Blum, CEO of Procter & Gamble Israel, and also our exceptional Aufeminin reporter during these three days; « Facing the future is an excellent opportunity to bring together in one place, in Jerusalem, Israel, the best minds and thinkers on topics and areas of the future. At P&G, we believe there are two ways to approach the future: the first is to get results and achieve our goals. The other is to DARE. Dare to consider an ideal future and gather the best resources and skills to attain this. This is what we call LEADERSHIP. If we dare to challenge the limits, we can shape a better future. «
The marketing agency Vibrant Nation has recently published the book “Vibrant Nation: What Boomer Women 50+ know, think, do & buy”, which you can download here. We published an article in French at that time, but now we can provide you with an exclusive interview of Stephan Reilly, founder of Vibrant Nation and co-author of the book. Here are his answers. You can found the translation of this interview at the bottom of the article.
What those women want
1) Which are the fields in which women 50+ are clearly not targeted enough by marketers?
Almost all consumer categories, but the ones with the largest missed opportunities are probably financial services, fashion, consumer electronics, and automobiles.
2) Cite one or two telling examples of successful advertising campaigns aiming at women 50+.
Last year, Kimberly-Clark launched a campaign that repositioned its “Depend” brand (adult diapers) as a resource that allows active, successful women over 50 a way to keep doing what they want to be doing in spite of a health condition that might otherwise slow them down. You can see one of these ads in that video.
Procter & Gamble’s Olay brand has also done an excellent job of providing information for Baby Boomer women to make their own decisions about skincare products. This approach acknowledges women’s intelligence and trusts her to make the right decision, rather than telling her what the right decision should be.
The Womenology blog has begun a partnership with Influencia in relation to gender marketing content, and we just published our first article about women and brands. QualiQuanti’s Womenology lab has been operating for 2 months and already there re over 150 articles published, a monitoring section on new products and services, and a plethora of studies about best practices in the area.
To learn more about what the Womenology lab is all about, you can read an interview about it at l’Expression/Top/Com, or follow our Twitter.
A large-scale Aufeminin.com study was conducted in 2010 in relation to women’s behavior in the mass consumption sector and the ways in which they use the internet in buying everyday items (food, hygiene/beauty, household cleaning items,etc).
When it comes to these types of items, 74% of French women use the web as their primary source of information.
Websites oriented towards women are where almost three quarters of women go to get their advice – which means bloggers, journalists, experts, and commenters are all working together to shape the informational environment. Coupled with the fact that women want to see more third-person opinions about products online, online reviews and advice sites and magazines have a large role to play in developing brand communication strategies. To learn more about the study and why women prefer to shop online, read more at the blog.
Over 90% of “digital moms” buy products online at least once a month.
As a recent study from Ipsos shows, they are principally motivated by the amount of time they can save and the ability to buy online after regular stores are closed. The majority of purchases have a ludic dimension: most money spent online by women goes towards fashion (clothing and accessories), interior decorating, or games for children. Additionally, less traditional vendors like auction sites (eBay) and item exchanges are gaining popularity, though they are far from dethroning the dominant position of online retailers.
Most of women cited excessive advertisements as an annoyance, but stated that this would not prevent them from continuing to purchase online. In regards to the future, thus, e-commerce seems poised for growth among this demographic given its accessibility and favorable standing among moms.