Meet Dr. Marcel Saucet, Marketing, associate professor and researcher at the University of San Diego. He heads LCAconseil.net laboratory, expert advice in marketing innovation.
What do you think are the most promising innovations aimed at women sectors?
Cosmetics: During the last 15 years, cosmetics are one of the few sectors of growth. Recent studies have shown the average market growth of 5% in terms of quantity. We can compare cosmetics to new technologies and indeed, this is an area that does continually evolve, and the products become obsolete very quickly as it lacks in the innovation in products, ideas and in the distribution. New beauty box, Birchbox allow consumers to test several beauty products every month when they get subscribed.
Another innovation in the way we distribute with the Lush brand that offers cosmetics for women: Once a year, magazine sellers are clients and little interest except that of the view by itself and thus attract new consumers. Cosmetics are also changing rapidly with new technologies. The case for example, companies that specialize in makeup that offer their clients to test new makeup applications via augmented reality. While you are alone in front of your phone without makeup, applying a clear picture of who you are made up!
A polo shirt with an embroidered crocodile. This is the hallmark of the legendary French company Lacoste. Officially born in 1933, the famous shirts adorned with their badge is based on the story of the international tennis champion René Lacoste – dubbed the « alligator » and « crocodile » in reference to his tenacity on the court. Following the diversification of his offer, the brand has managed to develop its image.
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!
Summer is arriving, and already your breasts are attracting attention, whether you reveal them discreetly or openly. Emblems of femininity, breasts are simultaneously, objects of desire, stallions of youth, feeding organs, a question of politics… “No other body part has been fetishized as much as women’s breasts; they are seen as the most immediate object of desire in contemporary America. Omnipresent, they live in our imagination as the most powerful and totemic symbol of femininity” writes the journalist Alex Kuczynski, author of ‘Beauty Junkies’ (2006) (1). But how does the history breasts teach us about the evolution of women’s lives?
The World Cup is without a doubt one of the most popular topics of conversation brought to us this early summer. But what attitude will women bear in regards to this traditionally masculine sport? The aufeminin.com website and its Womenology lab have led a survey with 782 respondents in France and in Germany. Here are the results! (1)
And 1,2,3…86% of women watch football
Contrarily to the macho tweets that one can read on Twitter, men are not the only people to like football. 86% of the women interviewed stated that they watch football matches on TV. If however for the majority, this practice proves only to be occasional (64%), 23% clearly affirm that they “love football and watch every match of the season”. German women prove to be especially passionate, with 26% of the respondents loving football, compared with only 17% of French women deeming the same commitment.
In the 1970’s, pornographic movies were broadcasted without restraint in cinemas; however, with the introduction of the Giscard law in 1975, the general view began to change towards these erotic productions. By 1990, almost all pornographic cinema halls had disappeared, this also being the result of other factors, such as the invention of the VHS cassette tape. Eroticism has thus moved from the public sphere into the private sphere. With the rise of the internet, the pornographic world has seen a rebirth amongst the shelter of households or behind computer screens, in which one can watch whatever they please under an incognito disguise. Do men and women watch the same amount of porn? Do they watch these films for the same reasons? Does the newer generation of women appreciate pornographic films more than their elders? The Womenology marketing lab from the aufeminin.com group has led an exclusive survey with 2302 respondents in order to answer these questions. (1)
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)
The change on women’s status in the society has greatly impacted on various areas of social life. In professional world and marital relations, the role of women changed and shook up the established standards. If marketing has adapted to new offerings for women, the stereotype of the « housewife under 50″ is difficult to erase.
A gap between aspirations and practices
How can we explain the continuation of ‘clichés’? Sometimes accused of being sexist, the world of advertising, is not the unique responsible for the persistence of these traditions. It sometimes reflects simply facts. For example, the sociologist Martyne Perrot (CNRS) highlighted the consistency of gendered tasks towards groceries.
« I found that women, especially mothers, continue to play a crucial role in this area, where they always behave like real nursing mothers. I admit, I was surprised to observe how it is stills the same”. She adds that, « young mothers are extremely depending on current hygienists’ injunctions, whether it is about diet, the need to eat food without pesticides, or marketing messages that relay it all. »(1)
For many years now, automakers have been trying to attract women; they do this by expanding their product offers and developing their designs, those range between rounded design, colour variations, sales of electric cars and many more. In order to decrypt the special relationship women have with this traditionally male sector, Yoann Demoli, PhD in Sociology, specialist in automotive offers closer look. (1)
Do women and men have the same look on cars?
When we asked if they enjoy driving, women respond twice as often as men that they do not like to drive. If getting older makes men less likely to enjoy getting behind the wheel, it does not seem like a decisive factor for women: their dislike of driving seems independent from the age, however, men and women mostly say that they love to drive (75%).
Men and women have different uses of cars. Looking at the indicator of the distance travelled by each gender, we see that men drive about 20% more than women on average. Such differences are found between all individuals, even if their course or their demographics characteristics are very different.
Given the very different qualities of men and women’s car fleet, I think that men and women differently weigh what they can expect from a car (comfort object, subject of achievement, aesthetic object or utility object).
Interview with Jean-Claude Kaufmann, sociologist
Daily partner, « self extension « , handbags assists women in their everyday lives. Both as a fashion accessory but also as a sentimental object, handbags carry many meanings. The evolution of the women status in society is reflected in their handbag. Through its content, it reveals the importance of family tasks still on the shoulders of women, but also the women’s desire to being « wonder women ».
You have developed extensive research on specific objects: laundry and handbags. To what extent did you choose those more than others?
We could say that all objects can have something to say. Sometimes they are embedded in the ordinary, the routine, almost invisible, and just suddenly, they have a shallow function you can highlight. Other times, it is difficult to understand. In particular, I tried to conduct a survey on the front door. For me, it was an object that symbolizes the crossing of the ground in all civilizations. However, I failed; this was because people did not want to talk about it. It is not that the subject had nothing to say, but it was hard to explain.