No doubt you’ve heard the expression, “Timing is everything.” That’s certainly true in communicating with women – whether you’re a marketer, husband or significant other – according to a 2013 study by media-planning firm PHD.
“Identifying the right time to engage with consumers with the right message is marketing 101,” says Kim Bates, who heads brand planning at PHD.
“But when you are trying to connect with women on so personal an issue as appearance, it can be even more important to understand the wrong time as well,” she adds.
Now we know the days, occasions and times when American women feel the least attractive.
Depending on your messaging, remember the top three negative influencers are Mondays, mornings and emotions.
The firm’s study of women 18 and older was launched to gain insights on marketing beauty products to women.
Ms. Bates contends the results are important for anyone who might need to communicate with a woman on Monday morning.
It doesn’t matter whether what age or whether the women live in urban, rural or suburban areas.
“Ugly day” index
In PHD’s “ugly day” index for women, their findings show:
– 46 percent feel their worst on Mondays
– 39 percent cite Sunday as their second-worst day
Women feel their best on Thursdays – apparently, they’re looking forward to the weekend. Women are most positive about their appearance from noon to 3 p.m.
Sixty-nine percent cite 5 to 7 a.m. and 7 to 9 a.m. as their worst-looking hours. Fifty-four percent say they feel they’re least attractive after 10 p.m. because they’re tired from their activities.
Women also feel the least attractive on these occasions:
– 69 percent when they awaken for the day
– 67 percent when they’re sick
– 62 percent when they’re sweating
– 61 percent when they’re stressed
– 60 percent when they’re crying
PHD’s study points out such least-attractive feelings have nothing to do with a woman’s face or skin condition.
“The cultural and psychological implications of that response are significant,” says Ms. Bates, “and from a marketing perspective, it could be a factor in everything from creative concept to media platforms to promotional offers.”
In a PHD press release, she says results point to an opportunity to heavy-up and wrap marketing and media activity around the days that the beauty consumer feels the best and worst about her image, using a contrasting “encourage/empower” engagement strategy.
In this scenario, Monday becomes the day to encourage the beauty product consumer to get going and feel beautiful again, so marketing messages should focus on feeling smart, instant beauty/fashion fixes, and getting things planned and done.
Concentrate media during prime vulnerability moments, aligning with content involving tips and tricks, instant beauty rescues, dressing for the success, getting organized for the week and empowering stories.
On the enhance side, Thursday offers prime opportunities for marketing messages and in-store/promotional activity around celebrating best beauty looks, dressing for the weekend, and shopping get-togethers.
Concentrate media during her most beautiful moments, aligning with content involving weekend guides, weekend style, beauty tips for social activities and positive stories.
As Ms. Bates notes, the encourage/empower approach can be effective in one-on-one engagements as well.
“When it comes to engaging with women at any level, knowing where she is on her personal attractiveness index, and the appropriate messages relative to that information, can only make for a more productive exchange,” she concludes.
From the Coach’s Corner, more insights:
Banks Have Credibility Issue with Affluent Women, Study – More than half of wealthy women are frustrated with their banks, according to a study.
Marketing – Why Visual Content Works on Facebook, but Hashtags Don’t – Ninety-eight percent of top brands have a Facebook fan page, but Facebook’s hashtags don’t enhance engagement with consumers.
UCLA Psychologists Tell What Triggers People to Share on Social Media –For the first time, we learn how ideas are spread, what messages go viral on social media, and how to predict it.
Feeling Less Creative? You’re Not Alone – What to Do – Creative professionals increasingly admit to a decline in their effectiveness and children’s creativity has also waned, according to two studies.
Internet Shoppers Demand 3 Cs – Customer Experience Study – Success in e-commerce is increasingly challenging for retailers that want to dominate in brand preference, customer loyalty and word-of-mouth advertising.
“…people will pay for reassurance about the unknown.”