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New consumer trends for 2011: marketing trends

 

 

 

 

WOMANITY

Feminine soul is full of human feeling.

A rise of the feminine values mixing sense of fun, sense of responsibility and sense of reality.
These three levers are the equation of "Womanity".

 

A new consumer trends review to inspire your brand strategy for 2011.
This consumer  trend lies at the convergence of four of the 10 trends not to be missed – RECOGNIZED, RESPECTED AND REWARDED, CARING, SUNSHINE AGAIN, HAVE IT NOW - and targets listed in  Marketing trends for 2011: ” Return to marketing fundamentals and respect demand”,” Reinstate pride of consuming”,” Give the signal for change”.

A woman in the crisis is at first a woman. She loves the attention paid to her person, she likes to take care of herself, have fun ... and dream!

Indulge herself, but under conditions..
After two years of renunciation and gloom, feminine soul gets over it.
Natural expression and spontaneity are back.  

They are reflected by the rise in purchases of products such pleasure in food.
This rise is accompanied by the return of certain behaviors before the crisis while it was said that "nothing would be like before."

Request for more sense of human feeling is towards itself at first, for the benefit of others and of world then. A new sense of the responsibilities developed at the same time as an adaptation to more difficult realities.

 

WOMEN RAISE THEIR VOICES

The attitudes are claimed which had made more discreet.

Receiving gifts - or get them – personal advantages,
demonstrations of gratitude or compassion:

After a sentimental break, Coach Pink kisses sends you chocolates, flowers, texts, e-mails to cheer you up.
For 10 $ a month, Birchbox sends you a box from 4 to 5 mini luxury cosmetics.

Mock diktats and conventions

Exonerate the woman "not perfect" or rebellious that does not respect the advice of good healthy habits.

It is Sin Care for skins having sinned that talks about serious things with humor and fantasy.  
Toothpaste Frescoryl tablets without water or brush, sparkling cream by « Gourmandises de Zélie » are to use with enjoyment and without moderation.

Experience the new molecular gastronomy:
the colored pearls of Monin syrup to pour into your drink received a major innovation award.
Enjoy a marvelous blush of Collection Cherry Blossom de Guerlain.

Products that stimulate a good mood

Color, fun, pep, fantasy, fun, surprise ... like "before."
Is it the end of simple, stripped, naked product for the benefit of consistency and the color density?

Pantene, the world leader in shampoos repositions this way the packaging design of all ranges.

 





 

A freedom found to give in to its envy for impulse buyings.

I say yes to this Italian caviar truffle juice: the ritual of the caviar and the taste of the truffle with friendly price.

Fall for these FDS figs caramelized with sherry vinegar of Spanish origin.

Innovations based on traditional natural products that provide visual pleasure with sensual pleasure at affordable prices.

 

Dream, dream again.

Glamour is back with all its lights: Fall in Love with ColorSensational Maybelline.

Explore stories, lead adventures: this Badger balm tells you a nice story.                                                                                                                                             The evenings events themed as "The Night Chauffeur " in a bar in London to launch a new beer Stella Artois.



Amusing as practical solutions for urban living.

The "diy" solutions gave a clear conscience, but the "done & ready" ones are so much more convenient!

The desire to reduce stress and save time is stronger than good conscience. At home, instrumental to lift the skin while watching TV.

Now we can see vending machines for luxury products and medical prescriptions.

Yes to the GPS guidance, the drive 'in after express scan, which facilitate the buying circuit.


A FEMININE GLANCE ON THE WORLD

After each crisis, women bring a little sweetness and humanity to a world of madness. Times when women's social values rise at the expense of male values.

The spirit of family and community

A classic trend among crisis and post crisis ones.  Choices of products and brands that help strengthen relationships, family solidarity, sharing: games, cooking, beauty, learning, personal attendants...

Anything that allows to enrich and to maintain the remote contact: celebrations, exchange of photos, music, recipes, addresses, experiences relied on the resources of social networks and communication technologies.

At this moment, when mothers want to do more for their child, the advertising surfs gladly on the family link until create new families as Jeep.

Making gifts that someone can’t no longer afford: a facelift, a journey, a premium product. ..

 

Health, safety and respect




 

The Womanity is how to combine feminine desires with new social values and new consumption values.

A feminine, simple, reassuring, ecological and practical way is proposing medicines like the range Help Remedies: pills in an attractive feminine case like a makeup box.

 

Citizenship

When fair trade products seem less appealing to buyers is now appearing a new generation of actions working in the pro activity, the nearness and the fast reporting of the results.                                                                                                                                  A formula to catch the visibility that was lacking in equitable sharing, and that changes everything... This new generation, between fair trade and Street marketing is embodied by the Pepsi Refresh Project.

One another way of expression of human feeling is a desire for the discovery of the other cultures and the other human experiences.
Recently in the beauty market, curiosity for small brands from  the end of the world, like Erborian or Gazelli appearing with new eyes.


TAKING INTO ACCOUNT THE  ECONOMIC  REALITIES

Fantasy, fun and difference without spending more than reasonable.

 



Combining envy and reasonable to cope with the new consumer habits. Even if we return on the behavior as the “do-it-yourself" or what we give up to the product Premium.

The project is not to acquire an additional credit card and to spend beyond its means.
Fun rhymes with utility and price


CONCLUSION


What is the perfect product of Womanity?



An example given by the makeup L'Occitane: sensory aesthetic, ecological components of high quality, natural ingredients and price below the referents of luxury: it’s unique!

The example of these Japanese marshmallows that plump cheeks and lips: greed and fun are not so common in functional foods. Rather they are seeking to gain credibility by serious, medical more than playing envy.

Do you know AUDI is the car brand which most makes the French women dream (Study Sport Auto / Harris Institute in September 2010)?Apparently this brand knows how to value and balance the three constituents of Womanity.
 

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

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