How brands should connect with women - video

Women make 85% of all purchase decisions, and a whopping 93% of those in the supplements space. So what are brands doing wrong to not market products to women?

We corralled marketing savant Ola Lessard, managing partner at Nine Muses Marketing, which specializes in marketing for the female demographic. We asked her what's up with that?

"It's tempting to talk about the technology and the formula," Lessard said. "But women want to know you. Women are looking for a relationship, a relationship built on trust. The way you build a relationship with women in real life is not that different."

Watch the complete video interview for keen insights of interest to every marketer.

And for a deeper dive into the female demographic, download the free Natural Products Insider digital magazine, "Women and Children First" Women have always been the driving force behind supplement buying decisions, but it’s been an uphill climb to fully understand the best health care practices and supplement products for females when nearly all the relevant clinical data collected comes from men. Inventive formulators, however, are discovering that menopause and other female-adjacent categories are quality-of-life plays for consumers, creating an extraordinarily vibrant market for new product development.