For marketers, what does this mean and what does the modern woman really want?
Join this Brand Republic Insight debate on Thursday 11 September, at 3pm.
Speakers include Rosalind Healy, Baileys’ global marketing director, who was named in The Sunday Times’ and Management Today’s Top 35 Women Under 35.
Having previously worked across continents on brands including Smirnoff and Guinness, Rosalind will draw on her experience of launching new products in different marketplaces.
In addition, L’Oreal’s senior consumer and market insight manager, Becky Elliott, will be providing insight from her extensive experience in the beauty and wellbeing marketplace.
This includes her work in looking to understand modern women’s aspirations and conceptions of beauty, and the need to communicate authentically.
The webcast is based on some primary research with more than 1,000 men and women, conducted by agency 2CV. They investigated the differences in what brings men and women happiness, and how this has rapidly evolved over the past couple of decades.
They also looked at the relevance today of traditional female archetypes, and what they now mean to marketers.
This data was then analysed and developed to be useful to marketers. In this webcast, the expertise of Baileys and L’Oreal will further reveal the actionable insights that the study revealed.
Jennifer Rice, joint head of life & style practice, 2CV
Jennifer joined 2CV in 2009, having started her career in 2002 back in New Zealand, specialising in quantitative research.
Since moving to the UK in 2007, Jennifer has worked with a huge variety of clients, but specialising mainly in life & style brands encompassing beauty, fashion, luxury, and wellness.
Her work has spanned globally and she has researched consumers from all walks of life.
Becky Elliott, senior consumer & market insight manager, L’Oreal UK&I
Becky leads L’Oreal’s Corporate Insights, encompassing everything from tracking market and business performance to fuelling business growth strategy through market and consumer insights and analysis.
She started her career as a scientist in hair research at Unilever. Her passion for consumers prompted a move into insights eight years ago where she developed a specialism in packaging research. After a short stint in a design research agency, she returned to the client side to join L’Oreal in 2011.
Rosalind Healy, global marketing director, Baileys
Ros masterminded Diageo's first ever pan-European launch – of Smirnoff Premix spirit & mixer cans – which transformed a niche product into a double digit growth category for the drinks industry worth in excess of £20m NSV to Diageo Europe. Subsequently, she worked from Moscow to create a new super premium vodka under the iconic Smirnov Trademark – Smirnov Titul – a brand that is now rolling out nationally across Russia.
In 2010, Ros took her passion and leadership to the developing Africa region, this time on the iconic Guinness brand, where she was promoted to interim regional brand director.
She has since relocated to Ireland to take on her "dream job" as global consumer marketing director on Baileys, leading a major global re-launch of the world’s most popular liqueur.
Cracking this breakthrough strategy and positioning was a deeply personal mission for Ros.
In a world where 91% of women think advertisers don't understand them and 74% think it stereotypes them, Ros wants to make marketing that resonates with women by celebrating their powerful spirit.
Chris Bates, joint head of life & style practice, 2CV
A qualitative researcher for more than 18 years, Chris jointly heads up 2CV’s life & style practice and runs 2CV’s Men’s Research Specialism, that sets out to refresh thinking about contemporary masculinity.