En the framework of Women’s Month, thousands of companies worldwide join in activities and celebrations during March to commemorate the actions and struggles that over the years have not only improved working conditions for women, but also They have given new meaning to their role in society. However, there are brands that go beyond this commemoration and strive in their day to day to generate strong emotional connections with their consumers.
Such is the case of the wellness, cosmetics and beauty industry, which historically has achieved a deep closeness with women not only in their role as consumers but also as part of the labor force in this sector, which is estimated to generate more of 9.49 billion pesos per year and that maintains growth above 3%, according to ANDI data in recent years in Colombia.
In this sense, companies have understood the leading role of women as a fundamental part of their value chain, which is why year following year they launch actions and campaigns that highlight the importance of empowering them, making them visible and promoting self-expression, translating not only on strong positioning for brands but also on strong emotional connections to them; all as part of an ambitious commitment to contribute to a more equitable, secure and inclusive society.
Taking this into account, VMLY&R Colombia (vi-em-el-guay-an-ar), one of the largest and communications agencies in the country, released the ranking of the 25 wellness and beauty brands that best have established an emotional connection with Colombian women, through the largest brand study in the world, andl Brand Asset Valuator (BAV), led by them. This list shows the brands that have stood out thanks to their good performance once morest the five variables that the study analyzes: “love for the brand”, “empathy”, “commitment”, “connection with the message” and “impact in culture”.
TOP 25
It is relevant to mention that the leading brands in the category are those that have solidly established pillars such as “differentiation”, “relevance”, “esteem” and “familiarity”, that is, close to 100 in score. Also, the data mentioned above has been continuously collected during this year.
Regarding the role played by the brands that lead this top 25, Catalina Sánchez, CEO of VMLY&R Colombia, mentions that “Without a doubt, brands and marketing teams are more connected to the new narratives and trends that reinforce the importance of women in society and at all times of their lives, being a fundamental piece, which has allowed to raise awareness regarding gender gaps and equity. This connection of the brands with their consumers is given thanks to the good understanding of the culture and the forms of consumption that go beyond a purchase, so that a comprehensive and coherent experience is an essential part of the process for a brand to position itself in the heart of a person, in this case, Colombian women”.
However, What makes these brands connect emotionally with Colombian women?
Thanks to the various strategies that reflect their values and their concern for the well-being of their consumers. Faced with this point, Burson Cohn & Wolfe Colombia (BCW), one of the most relevant public relations and influencer marketing agencies in the country, gives the reasons why these brands have gained ground in the hearts of thousands of Colombian women in this 2023, taking into account its own methodology for the profiling and analysis of influencer marketing, Trufluence®:
Support for self-expression and creativity
Brands like Max Factor, Yanbal and ésika have connected with Colombian women by encouraging self-expression and creativity through makeup and jewelry. They offer products that allow women to experiment and create their own style, which has undoubtedly earned a place in their hearts.
In the case of Ésika, they have strengthened their digital presence through influencers such as Greecy, Carlos Torres and Laura Barjum, among other renowned Colombian artists. Through them they seek to empower women, exalt their beauty, confidence, resilience and self-esteem.
Building confidence and security
One of the most relevant topics of conversation in recent years has been the strengthening of confidence and self-esteem. For this reason, brands such as Nosotras, Dove, Protex, Johnson & Johnson, Neutrogena, among others, have connected with Colombian women by promoting this in their personal care. Proof of this are the thousands of campaigns and initiatives that have been launched on social networks, which in addition to promoting the importance of personal hygiene and skin care, empower the female population with their messages and actions in Colombia and also around the world. world.
A clear example of this commitment is what Nosotras, a Grupo Familia brand and leader in feminine intimate care, has done, which has championed the fight once morest bullying through its ‘Bullying for Loving’ campaign, an initiative that invites bullying victims to empower themselves, love and accept themselves as they are.
Similarly, Dove also has a clear brand purpose: to make beauty a source of confidence, not anxiety, hence the need to empower women to show their real skin, showing them that beauty is not defined. for perfect, soft skin without blemishes, but for all the details that make it unique.
Empathy and understanding of female needs
Brands like ob, Listerine, and Colgate have connected with Colombian women by evidencing a genuine concern for women’s needs. For example, ob has created products that are specifically for feminine hygiene, while Listerine and Colgate have launched products that help maintain good oral hygiene, with online campaigns focused on real women working in different fields, such as sport, highlighting their role and demonstrating that a smile is worth more than a thousand victories.
For her part, Liliana Fernández, Managing Director of Burson Cohn & Wolfe (BCW) in Colombia, affirms that “although the commemoration of International Women’s Day exposes different important issues regarding their position in society, it is our duty as a company that It is committed to strategic communications, that from the narratives and actions implemented by the brands we reinforce messages of equal conditions and equity, where the qualities and abilities of people prevail, regardless of gender, through social networks, media of communication and influencers, who are our channels and priority audiences”.
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