Women over 40 aren’t who you think they are.
80% of women over 40 feel younger, cooler, or sexier than they expected they’d feel at this age.
Eighty percent. That’s a lot of women who aren’t interested in reliving their youth (misspent or not!). That’s a lot of women who are looking forward to life, not back at it. And, that’s a lot of women who aren’t going to be influenced by advertising playing (and preying) on their insecurities, fears, and anxieties.
New Work Alert: Hair Biology “Signs of Aging”
Ask any woman over 40, 50, 60 and she’ll tell you it’s the Age of Invisibility. Irrelevancy. It’s a time when brands stop paying attention. Stop seeing these women for who they are, what they offer, and how they live.
Not Hair Biology.
Our new campaign for this haircare brand designed specifically for women 50+ celebrates age. Shows it off. Purposefully. Proudly.
Hello?... is anyone out there?… Women 40+ feel completely ignored by brands.
42 million women are between 40-60 years old. Gen-Xers have the highest post-tax incomes when compared with Millennials & Boomers. So ask yourself: are women over 40 important to your brand? Do they buy it? Do you want them to?
Something to think about:
Women over 40 see themselves presented in very specific roles, if at all. Many of the women we surveyed said that outside of anti-aging and pharmaceutical ads they really didn’t see anyone their age, and even those women didn’t reflect the way our respondents see themselves. Which, in case you’re wondering, is pretty awesome.
Life Between the Bread: Women Over 40 Are the Sandwich Generation
Gen X is not the first generation to be referred to as the sandwich generation, but we are experiencing it in a more intense way than our parents did.
Let’s be honest here.
Women over 40 have seen and heard a lot. They’ve been bombarded by messages from advertisers, Hollywood, magazines (because women over 40 actually read magazines!), men, mothers and mothers-in-law. They’ve received criticism masquerading as advice. Advice sold as a must-do. And opinions laid out as fact.
New Work Alert: Lion’s Den International Women’s Day 2021
For the fourth year in a row, Fancy has created an original poster for Lion’s Den in celebration of International Women’s Day. The posters celebrate the power and rights of women, while still being very on-brand with clear, um, benefit language.
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.
Should Brands Be Responsible for Debunking Gender Stereotypes? Let’s ask the ladies.
These days women across generational divides, races, and industries are banding together to empower one another and fight for equality in women’s issues and beyond. But, they don’t think they should be doing it alone.
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.
How do you categorize women over 40? You don’t.
A woman over 40 refuses to be defined.
At no other point in a woman’s life is she so likely to be so different from her age mates. Biologically, emotionally, financially, sexually, psychologically. This group is incredibly diverse.
New Work Alert: True Love by Lion’s Den
This year for our Valentine’s date with Lion’s Den we pivoted (to use the word of the year) away from our trademark absurdity to get romantic with real couples, real relationships, and real love.
5 Ways Brand Marketers Can Connect Meaningfully With Women over 40—and 1 Way They Can’t.
Women 40+ aren’t who you think they are. In fact, according to Fancy’s survey of 500 women over 40, they aren’t even who they thought they’d be. They’re cooler, stronger, and sexier than they ever imagined they’d be.
Power of the Positive: Can there ever be too much of a good thing?
Successful brands, brands with meaning, brands that occupy a place not just in the minds, but in the hearts, of consumers do more. They go beyond the functional and offer something that helps their consumers think, grow, connect, laugh—essentially move themselves and the people around them into a truly better place.
Sexual Wellness Needs To Come Out of The Shadows and Lower Shelves
By carrying only a small assortment, and hiding away the products that actually do have shelf space, the message the consumer gets is that she should hide away her needs, her wants, and her desires.
NEW WORK ALERT! Lion’s Den parties like it’s 2020
Family holiday situations are always a little awkward, but when they collide with video calls and Lion's Den, chaos is bound to ensue.
NEW WORK ALERT! Homebound heroes: A call to inaction
Fancy’s pro bono COVID-response film encourages New Yorkers to be heroic—and stay home.
Brands: here’s How to talk to women over 40.
Here’s what’s true: women over 40 have money -- and they spend it. They’re not afraid to try new brands, and when those brands work for them, they stay loyal. Not only that, but they tell their friends about these brands and give them to each other as gifts, creating a virtuous cycle of new customers and fans over 40.
NEW WORK ALERT: Better Natured “anything you can do I can do better”
Aren’t we all just about ready for some good, clean, fun?
Love in the time of the pitch process
The RFP: Possibly the worst introduction for a blind date a person could imagine. Not romantic. Not sexy. And definitely one-sided. A big, hairy prenup before you even have the first get to know you drink.