• Semiotics
  • Ethnography
  • Brand strategy

Identifying new tropes of femininity

We worked with a global beauty category holding company to uncover new tropes of femininity. This core understanding of shifts in gender roles underpinned the development of creative and communication strategies.

We scanned media conversations around femininity and analyzed top influencers speaking on the topic to develop a series of personas from which we recruited women who represented a more progressive view on womanhood. We then cast and shadowed 10 female business, entertainment and academic leaders for a week to understand their aspirations, fears and future ambitions.

The Result was an annual campaign whose sales performance exceeded ROI KPIs by 15%

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