Women with marketing muscle.

Ellyn Davidson 04/13/12 - 5:21 pm

Here are three things I’ve noticed lately:

  1. When I got my summer Athleta catalog in the mail, the swimsuit models were buff! We’re talking some seriously strapping beauties. Even the models who didn’t have obviously defined leg muscles or eight-pack abs looked strong and healthy, not to mention happy! There wasn’t a broody waif among them.
  2. While watching a recorded episode of The Good Wife the other night, I opted not to fast-forward through three Kohl’s commercials. Each featured Olympic athletes talking about the “sport of shopping.” Mia Hamm, Lindsey Vonn, and Dara Torres looked awesome as they riffed about the thrill of the score (of a fabulous leopard print bag) but they did not look like glamorous, otherworldly models. They looked strong, sporty, beautiful—and real.
  3. Jennifer Lawrence. Well, how can you not notice The Hunger Games star? Her image is everywhere to promote the blockbuster flick, which I loved seeing recently. The casting of Lawrence has gotten some criticism. Is she too robust and healthy-looking to play a character in a deprived dystopia? In my opinion, the answer is no, and not just because Lawrence is great in the film. It’s also because I love seeing a strong, muscular character played by a strong, muscular actress. If it was one of Hollywood’s many delicate, twiggy starlets saving the world from the evil Capitol, would you believe it? I’m not sure I would.  Beyond the movie, I’m excited to see Lawrence—with her curvy figure and pretty, round face—on so many magazine covers.  It shows women and girls that you don’t have to have razor-sharp cheekbones, bony arms, and a jutting jawline to be gorgeous.

In journalism, they say “three makes a trend.” If that’s the case, then using athletic, powerful women in marketing is officially a new trend. Let’s hope it sticks around. Not only do I love seeing these inspiring looks in the marketplace, I want my twelve-year-old daughter to take note, too.

Have you seen any marketing featuring strong women lately? Share in comments!

Blog Category: Marketing to Women

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