Category Archives: Internet

Du Pareil au même: « Made for kids! »

Born from the imagination of theatre designer Simon Bénarousse, who found children’s clothes too simple and boring, the brand “Du Pareil au même” (translation: “six of one, (and) half a dozen of the other”) has always been defined by fun and colourful products. After the brand’s first store opened in 1986, the French success story is now really taking shape. A baby line was launched in 1994 and then a line of shoes in the 2000s, the club card (loyalty program) was launched in 2004 and events take place regularly. By 2013 the brand was present across 32 countries, had 2.5 million subscribers to its loyalty program and opened its 600th store. (1) How has the brand changed the clothing market? How has it developed its strategy? How does it communicate to mums?

The children’s clothing market

As the fastest growing sector of the apparel market, the children’s sector is supported by positive structural factors, including a growing target population, the fact that children change size and shoe size every 6 months until they hit adolescence, the rise in the average age of women when they have their first child (stronger buying power), etc. However, according to the Xerfi institute, it seems to be struggling in the economic context of 2013. Specialists brands are competing with extensions of adult brands (Zara Kids, Mexx Kids, Gap Kids, etc.) who are trying to gain customers from the child sector. (2) This is why DPAM re-launched its marketing strategy, expanding its digital offer amongst other initiatives.

Yves Rocher, the Botanical Beauty Expert

« Our greatest achievement was not discovering the properties of plants, but making them available to everyone. » So believes Yves Rocher, the famous founder of the botanical beauty company of the same name. He was guided by two key aims: accessible beauty and scientific innovation using plants.

Fascinated by active ingredients in plants, the young Yves Rocher started his business at 28 years old with a ‘lesser flower’ based cream. At that time, in 1959, the beauty market was still dominated by the elite, so the young businessman decided to make cosmetics accessible to all women. (2) This is how mail-order selling started, publishing ads in national newspapers and popular magazines such as “Ici Paris” and “France Dimanche. » (1) The success was immediate and the brand rapidly gained momentum in France.  With a client base of around 5,000 addresses, the brand now attracts over 30 million customers worldwide.

Gender Marketing encounters: Thierry Maurice

Interview with Thierry Maurice, CEO of the dating website

Womenology: Older women represent a very important market for marketers, what are the expectations of this target audience in your opinion?

Yes, because they are more likely to be regaining control over their lives, which inevitably involves the « consumption » of beauty products, travel, dating sites, etc … Older women are not what they were, they don’t want to give up anything, nothing, except giving up… but there is one area in which they don’t express themselves enough, love and sex, despite how far it has come in recent years.

An insight into female shoppers in France

Shopping is generally thought of as a typically feminine activity and female consumers have gained the reputation of being shopaholics! However, we are now seeing a number of changes. The economic situation in France has become more complicated in recent years, purchasing power is a worry for many households, and new technology is evolving … How are women responding to these changes? What shopping habits do they have in 2013? Have their expectations and attitudes changed? Are Smartphones and e-commerce now an integral part of their purchases?

In answer to these questions, in June 2013, Unibail-Rodamco launched a Shopping Observatory, in partnership with Ipsos, to try and understand French women and their shopping patterns, their motivations, what holds them back, their indulgences, as well as future trends. (1)

YouTube: he or she?

Is YouTube female or male? In France, YouTube is the largest video platform. There are more than 24 million Internet users who watch nearly 2 billion videos per month and spend more than 71 million hours *.

1. A growth accelerated by the popularity of women on YouTube

If YouTube is experiencing strong growth in the number of online users on a year (31% **), it is because women are increasingly present. Despite a predominance of men on YouTube (50.5% men vs. 49.5% women), it is the female target which is now seizing the first video platform in France: 34% women in one year vs. 28% of men. The audience profile has now become feminine in one year since the proportion of women increased from 48.5% to 49.5% **

2. On YouTube, women aged between 25-49 are more and more committed than men in the same age group

If we look at the different age groups, it is observed that below the 50-year-old, women using YouTube outnumber men. Thus we count 4.4 million women aged between 15-34 years old on YouTube vs 3, 8 million men in the same age group. ** On a slightly wider age group, we can count 6.3 million women aged between 25-49 years old on YouTube vs. 5.7 million men aged 25-49. An age group which also spends more time than men to YouTube 25-49 years old: 8 minutes 51 seconds per day for women aged between 25-49 years old vs. 8 minutes 17 seconds for men in the same age group. **

Women’s Digital Entertainment

Movie fans, smartphone users, tablet addicts… women have adopted the digital culture. However, although the new media (smartphones, tablets) has entered into their everyday lives, they have not surrendered their usual cultural practices (films, television, and reading).

Unisex media behavior

The lives of women differ from that of men. The Media study “in Life de Médiamétrie” published in 2012 makes it clear that the lives of women are more marked by “routine activities” than men’s; they vary between activities such as personal care, taking meals, shopping, relationships with family and friends, recreation (taking a walk, going to the theater), or domestic activities. In contrast, the « routine activities » of men are primarily work or studies. (1)

The smartphone: a social tool simplifying women’s lives

In the United States, women tend to favor using their smartphones for social purposes. According to a survey from Prosper Mobile Insight, published in June 2012 (, men and women do not use their mobiles in the same way. Amongst others, activities that are exclusively done via smartphones are not the same according to the sex. The most fundamental differences concerns the use of emails, Facebook, search engines, and e-commerce sites.

When surfing the Internet men and women don’t share the same habits

Despite the fact that men and women have nearly the same connection to the Internet their activities (whilst browsing the web) differ according to gender, reveals a survey by The Observatoire des Usages Internet of Mediametrie, a French audience measurement company, published in November 2011.

Women are more willing to buy on the Internet.

49% of surfers are women, 51% are men. But beyond this equity, Mediametrie Survey shows that women are more inclined to buy online than men. 45% of them made online purchases during last month in comparison to 40% of men, who generally prefer to compare prices on the internet in order to find the best available deals. During the last month 2 out of 3 men compared prices online, in contrast to only 57% of women.

A strong bond between mothers and brands on digital media

A study conducted amongst more than 1000 American mothers by the agency SheSpeaks was published in June 2011. The results? Mothers are willing to converse with their favourite brands if the content they provide seems pertinent to them… and social media has become the sure place to establish a bond between brands and their clients.

The study shows that mums are very keen on getting closer to brands, especially their favourite brands which play an important role in their everyday life. In fact, these are brands that the mums trust, and being able to communicate with them (via newsletters, forum discussions, etc) enables the bond to be reinforced. 62% of mums (and an even greater percentage in the over 40s) claim to have spoken positively about a brand to their friends when they like their products, as opposed to only 33% when they’re satisfied with a promotion and 6% when they’ve particularly liked an advert of the brand. The product itself therefore prevails when it comes to discussions about a brand.

Presenting Womenology – An interview with Marie-Laure Sauty de Chalon

Womenology – Interview with Marie-Laure Sauty de Chalon –21/02/2011

Xavier Cazard: Can you tell us about the origins of Womenology?

Marie-Laure Sauty de Chalon: I was quite surprised by the fact that there was no French, Gender Studies. There was nothing – or if there was it was very academic – in the world of communications to answer the question « who are women? How are they different from men? Etc. There were socio-demographic studies but there was not, as exists in the US but mainly in English, gender studies. It is because of this that we wanted to launch Womenology, alongside, with an aim to work in depth on « how to talk to women.”

XC : What does the site bring for Aufeminin?

MLS : Well it is really very different to AF because AF has audience goals it as well as an objective to target all women on many levels in several languages. On the contrary Womenology provides an intellectual understanding of women. This is not a site to promote AF, it is a site that is made to ensure the advancement of women and explain why they are absolutely key in all decisions.
XC : So it’s a site that is more for AF advertisers than the general public …

MLS : It’s a B to B site that is intended for all those working on the subject of women, whether they are advertisers, agencies … We really want to be the place to go to understand women in all the major countries where AF is located. It is also a place for researchers, academics and all those who work on gender equality.
XC : The site was launched very recently. Have you had any feedback from your community on the interest of this site?

MLS : Well we didn’t promote Womenology within our community, once again, it’s a B to B site. However we did send some links to our favorite agencies and customers and had an amazing reaction, that’s to say they told us that “until now there had not been a place to go to find information on women’s marketing.”
XC : So that means soon, an advertiser or agency who wants to set up a campaign, will find the resources, in terms of content to structure their campaign, on your site?

MLS: Well what is very interesting is that we added lots of content straight away, much of it Anglo-Saxon content, because, as I said, it is more in the U.S. that this area is studied. Immediately customers were asking us, “do you have any information on the women’s sector and banking? « , » Do you know anything about talking to women about cars?” And therefore we developed this highly interactive element which means that already, although we have just started, we have reserved a lot of content and we are in the process of organizing more. We are asked for so much content because everyone realizes that the world of marketing has opened up a lot more.

XC : How do you keep the site updated?

MLS : Well we have a large team that is always working on that subject. They also have a large network, thanks to Daniel Bo, of sociologists and researchers all around the world.

XC : At the moment Womenology is just a website, is it a project that could take other forms in the future?

MLS : It is interesting to ask the question  » is Womenology only a site? « Because if we ask the same question about AF: » Is AF only a site?  » the answer is No. AF is a digital platform because you can find AF on mobiles, mostly on the iPhone, the iPad, on all tablettes and on Facebook of course. Womenology also aims to be as more than just a site, more a platform for understanding women.

XC : So, are you expecting any sort of benefit, do you have any goals with Womenology?

MLS: The thing that makes us stand out is that we are the only French success in the international field of women. That is to say that, although nobody really talks about it, AF is a global success, we are the leader in France of course, but also in Germany, Italy, Spain, England and all countries that have our 6 languages . This position as the leader in French women’s communications, obviously leads to the promotion of women all over the world, and at the same time we do more than just ‘understand’ them but we also know what they’re talking about. We are dedicated to developing Womenology in all languages, for the moment we have just developed French and English, but it is being translated and we will have it in all languages to permanently promote it. Also we have the intention to work with more and more researchers. There are more and more experts on this subject coming from universities. Science Po has created a great example for gender equality, and it can be seen that finally, Europe is starting to work on gender studies.

XC : One could almost imagine that soon you could start your own communication/ marketing agency specializing in women.

MLS : Well we are that, that’s so say a platform for advertisers to find advice on understanding women. I think it will become more however, were starting to see developments, so if we can suggest, communicate and develop with agencies who are trying to communicate with women; that would be the ultimate goal.

XC : I think there are many preconceived ideas about how women consume, is there anything particularly interesting that has been found by Womenology? What are the specific behaviours of women compared to men?

MLS : We launched a very large survey with Ipsos in 8 countries, studying the differences between men and women. What is quite extraordinary is that men of all countries recognize that it is always the women who decide on every purchase of all criteria, even during arguments, it is always the women who have the last word. so we can see already how that, while brands often talk to men or a mixed groups, in reality it is women who decide and they decide with criteria that are extraordinarily different, i.e., everything to do with cost, promotion, color, image etc is received differently to men, therefore there are many elements to consider. Bridget Brennan said cleverly « Pink is not a strategy », i.e. it is not just because it is pink that it will work; there are actually a number of criteria to consider.

XC : What are the main areas of concern for women?

MLS : It’s really hard to say in 30 seconds, perhaps even impossible, because it is different for each market, and I do not want to just summarize in a sentence and say  » it’s easy, you have to do this  » because it is precisely infinitely more complex. A great difference is that, while men are difficult to influence (apart from by their wives) yet women are influenced by a number of women. And if one wanted to summarize, in fact one could say that « women influence women influencing men » and that’s the big problem is that we must look how with all products women are influenced by their mothers, friends, children, forums and social networks (i.e. unknown women) while men are so very, very linear, influenced only by their wives.

XC : Okay … You mean that social networks are perfectly made for women …

MLS : That’s why doesn’t exist.

XC – So I think I’m going to wrap this up as we have covered a lot of interesting things in a short amount of time … Is there anything more you’d like to say about Womenology?

Uh, I do not remember the questions … So what did you say? (MLS reads the questions) So this is difficult, the success … ‘People who spend time on our site, are quite happy with the time spent…’

XC : What are the major figures of AF. Com?

MLS : is a very large site, it has 44 million visitors per month, including 14 million in France;it is very popular in all topics of interest to women with another huge success which is which had 14 million visitors in December. So it is a very successful web site for all women, it is also not trying to target women in particular. Now we have created Womenology which is truly a laboratory on female behaviour, which is not at all concerned with big audience numbers, but which on the aims to target the best qualitative and quantitative research on gender and gender studies.