Working with brands such as No7, Soap & Glory and This Works has given us a fascinating perspective on what matters to fashion and beauty-conscious women, and how to engage them amongst the clutter and chatter of today’s world.

Here are the fundamentals that we believe are crucial for any brands targeting this audience to consider.


Looking good is no longer about pleasing and gaining validation from others, particularly the opposite sex. Instead it’s about feeling good, expressing individuality and being confident – whatever your size, shape, skin tone or disability.

Brands that recognise this will steal a march on those still perpetuating the ‘airbrushed perfection’ myth. Adore Me, the US-based lingerie brand, found for example that using plus-sized models in their adverts generated four times the amount of sales than those featuring ‘normal’ blonde models.


And of course we must mention Dove’s ‘Real Beauty’ campaign. Not only has it changed the face of body-positive marketing, but since 2004 has almost doubled sales of Dove’s products globally.


According to JWT’s Female Tribes report about women around the world, 76% of females believe there’s never been a better time to be a woman. The report makes clear that the confidence to be and do anything is central to this, and that positive cultural and media portrayals (including brand marketing) play a key role.

Sport England’s #THISGIRLCAN campaign is a wonderful example of this in action. Celebrating the reality of “cellulite, sweat and jiggling flesh” has inspired 2.8 million women in the UK to do more exercise and sports participation.



The fashion consumer journey has always been complicated, thanks to the wide range of influences on the purchase decision. Now, thanks to the omni-channel world we live in, that journey is nothing short of chaotic.

As this highly insightful piece from the Salesforce team highlights, a typical consumer journey for functional clothes looks like this:

Awareness -> Engagement -> Consideration -> Purchase -> Loyalty -> Advocacy

But a fashion-driven consumer can jump in at any point on this journey, and flip straight to any other point. As such, “fashion brands need – almost more than anyone else – to have a presence at every point of the journey”.

“Fashionistas are consuming content 24/7 – and you need to be there, measuring what works and ensuring the next round of content is hyper-relevant.”


Mobile and tablet devices are responsible for 62% of UK web traffic, and this figure is growing. But mobile doesn’t always mean mobility. Almost 70% of UK mobile internet usage is undertaken at home. And a huge amount of this usage is women second-screening and on social media.

According to Wordtracker, 40% of women use their mobile device while watching TV. They also spend on average 39% more time on social media per day than men, and 71% more time on photo sites such as Pinterest.


Another recent survey discovered that women are outscoring men for smartphone usage across all age ranges. So creating visually compelling content specifically for mobile, and optimising all content, should be a prerequisite.


It’s the buzzword of the century, or even the millennium. ‘Millennials’ are constantly touted as the consumer group we should all be focusing on, even though an entire generation can’t reasonably be defined as a segment.

Logic dictates that this is a foolish position for fashion and beauty brands to take, and thankfully there’s evidence to back this up. Research by consumer and retail consultancy Pragma suggests that the female fashion market is dominated by a group they describe as the Touch of Fashion consumer.

This group incorporates 42% of women, with an annual spend of £9bn. To put this into perspective, the next most valuable segment in the report spends £4bn.


And the average age of the Touch of Fashion woman? 41.

For help rolling these insights and more into a compelling campaign, get in touch on