Know-How Exchange : Customer Behavior

It depends on your target market. In general, people wish to see people like themselves (but a little bit nicer looking).

Is there any particular reason that you are targeting women? Men also are subject to 'beauty' issues but the concept is generally given an alternative terminology, such as 'handsome' or 'good-looking'. Personal grooming is an issue of importance to all genders in today's society. Jay has hit the essential nail on the head here. I would just extend his comment by adding that the situation in which the person is portrayed is also important to the person viewing the promotional picture, whether a static photo or a moving video..

"Women today" includes more than 3 billion people -- hardly a niche market. And what that market is looking for probably includes thousands of clusters or sub-markets.

Perhaps the place to start is by addressing these 3 key question areas:

1. Who exactly is in your primary target audience? Where? What important benefits are they seeking? (Narrow your scope and really zero in on your core target.)

2. What unique and important benefits do you offer your customers/consumers? How are you different from, and better than, your competition?

3. Where and how do you go to market today? Are you trying to do too much with a limited budget? Or are you trying to find the right marketing mix for an adequate budget? Some of both? Other?