How brands should connect with women - video

Women want to know you have the technology covered, the formulation, the good sourcing, the ingredients. But what women first want is this.

Todd Runestad, Content Director,

April 24, 2024

5 Min View

At a Glance

  • Women make 93% of purchase decisions with supplements.
  • Why are brands hesitant to focus their marketing on women?
  • It's no longer good to just "pink it and shrink it."

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.

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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