our take on marketing and innovation
Our Manifesto
We don’t create movements. We move women
We don’t drive change. We change things
We don’t chase innovation. We build solutions
We don’t talk loud. We deliver
We Will create bold solutions that transform women’s lives.
Marketing for Impact
Marketing to women has meant constant pressure: never age (hello, anti-aging creams), be fit but sexy (because health isn’t enough), glow through pregnancy (as if nausea is bliss), and mother like it’s a spa day, just to name a few. It’s time to stop selling expectations and start creating real change. Imagine removing pressure instead of creating it, actions for impact instead of just catchy slogans and attractive visuals.
Innovation that solves problems
Plato said necessity is the mother of invention. Thomas Kuhn showed crisis sparks paradigm shifts. Today, we face both. The unspoken struggles women go through daily are the necessity. The broken systems not built for them are the crisis. It's time for the shift. Innovate not for trends or PR stunts (looking at you, all-female rocket crews), but to fix what’s broken—for real. Turn daily hurdles into fuel for real change.
WOMEN'S REAL NEEDS AND Problems
Be the bi*ch who complains!
Women don’t complain - we adapt. We stay strong, suck it up, find workarounds. Seatbelt too high? Deal with it. Gym gear made for men? Grab lighter weights. Told not to age? We fight the impossible. We normalize and internalize the problem. And because we don’t speak up, the world stays blind. The data stays shallow. The insights stay male.
And when we do speak up, we’re labeled difficult. Or worse.
So, first thing on our agenda is to encourage and normalise complaining as the engine for innovation.
Through the pioneering consumer segmentation we are developing, we will reach unprecedented depths to uncover the real problems every woman faces at every level of her existence:
HERSELF, HER EXPERIENCES, HER CIRCLE.