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What is that delicious smell? I thought to myself, as I strode into a local Anthropologie store. The scent was a little bit floral, a little bit woody, and it seemed to be saying to me, stay awhile, what’s your hurry? We have so much here for you to enjoy. So I luxuriated in the…

2016 may go down in history as the year Super Bowl advertisers stopped using overtly sexist messages. Humor and inclusion dominated ads the way Denver dominated defense. With a few health-issue related exceptions (I’m looking at you, opioid-induced constipation), there was something for almost everyone to feel good about in the year’s greatest advertising showcase.…

Women have long driven consumer purchasing in retail. Now they’re increasingly driving innovation as leaders in the retail industry itself. Social think tank Remodista has just announced its list of Women to Watch in Retail Disruption for 2016. These are women driving the next generation of retail. Get to know these innovators: the list represents…

Picture it: you’re sipping a glass of wine surrounded by plush furnishings and crystal chandeliers. Modern music is playing in the background and the soothing sound of a courtyard fountain elevates your mood. You’re not sure whether to order another glass of wine, a crisp salad, or both. You decide to buy the furniture you’re…

Visual communication has risen in parallel with women’s economic power, which means it’s a smart idea to conduct a review of your marketing images to make sure they’re still relevant. In our work at Female Factor, we help businesses optimize their marketing initiatives with insights from women consumers. Here are four common mistakes to avoid:…

The Rolling Stones make it look effortless, but keeping your brand cool as it ages is no easy feat. Enter Quaker Oats. Clocking in at over 130 years old, Quaker has been marketing to its core base of women consumers since petticoats were still in fashion. How has a brand like Quaker Oats managed to…

The last time you waited for a drink at Starbucks, what did you do to pass those under-caffeinated two minutes before your name was called? If you played a quick round of Words with Friends or Candy Crush Saga, you’re not alone. 155 million Americans play video games, or just about half of the U.S.…

Like many women, I’ve logged countless hours at my neighborhood Walgreens. I’ll walk in for something small, like ChapStick, and inevitably check out with a full basket. I’ve always admired the company’s ability to sell so many disparate items — from Sudafed to shampoo to sushi — in one manageable footprint (typically about 14,000 square…

No matter how much research a woman has conducted online, or how many times she’s seen an ad, the critical purchasing moment often comes down to that “last three feet of the sale.” This is when she’s standing on the sales floor, talking directly to a salesperson, hands on hips, deciding whether to buy. At…