Erica Fite 3/8/21 Erica Fite 3/8/21

To Resonate With Women 40+ Beauty Brands Need to Get Real

Global ad spend in the beauty category is expected to hit well over $15B this year, but who’s really paying attention? Who is absorbing the onslaught of content messaging and predetermined ideals? Turns out, not women over 40.

Erica Fite 2/23/21 Erica Fite 2/23/21

hey mama, we know you’re more than a mom

Motherhood can be defining. It can be exceptional. It can be transformative. It isn’t everything. The pre-motherhood self does not simply evaporate, replaced by selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are. That person is still in there. And advertisers would be wise to appeal to her.