Why marketers should treat a gloss campaign like July 1st

Happy Canada Day! I’m a few days late, but expect that most of you will continue your Canadian festivities into the weekend…

Why do we embrace July 1 with such open arms?

Likely for the same reason that we loved those Molson Canadian commercials. Because we like to be recognized as a distinct, unique group of people. Because we don’t like to be lumped in with other, somewhat similar, demographics.

Marketers have clued in and are leveraging this mindset by creating and marketing products specifically for Canadians. For example, our client, Hershey’s Chocolate, created a milk chocolate bar formulated especially for the Canadian palette.

So how does this apply to the gloss demographic?

Yes, gloss girls are Canadians. But beyond that, we too are a very unique, distinct group of women. For those of you who are new to the gloss blog, we are exclusively dedicated to understanding and representing women in their 20’s – because there is a significant difference between an 18 year old and a 34 year old.

Reaching and resonating with gloss girls requires very targeted communications. It’s not only about what to say to her, but also about how and where to reach her. For example, given today’s communications climate, gloss girls are at the helm in driving social media campaigns. Her community is primarily online.

For all you gloss girls out there, how can marketers best reach YOU?