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Feeling Moody? hormoneOscope can help. Let’s face it. A woman’s hormones affect her mood more than most would care to admit. For years, it remained taboo, relegated to whispered conversations and snide commentary – totally off limits. Many have called it the “third rail of gender politics.”  But the network that busted sexual taboos with Sue Johanson’s eyebrow raising, candid call-in show, “Talk Sex,” “Bad Girls Club” and the “Janice Dickinson Modeling Agency” has done it again. NBC Universal’s Oxygen Media and AgencyNet have partnered to launch the hormoneOscope, a slick iPhone application that’s not afraid to laugh at itself, delivering a unique “hormone horoscope” based on a woman’s menstrual cycle. The app gives women a witty “indication” of their daily moods.

The hormoneOscope may track cycles, but it is no fertility tool.  Playing off of the whimsical and playful themes of the Oxygen brand, the hormoneOscope delivers an experience that is, at once, tongue-in-cheek, lighthearted, yet rooted in scientific fact. To bring this tone to life, AgencyNet designed a series of original characters, the “Ovulettes,” which accompany each day’s hormone horoscope and embody the mood the user is going through that day. From a “Diva” in black high heels to a “Yogahead” sitting tranquilly by tea candles, these little eggs know exactly what women are going through. Taking the concept one step further, hormoneOscope allows users to share moments in their life in a social way–creating a bond over common experiences. Users are able to e-mail or tweet their mood of the day. Twitter, the much-touted micro-blogging platform, offers a new forum for the Oxygen consumer to “live out loud.” Consumers are increasingly using the service as a way to express their moods and opinions, making it a perfect fit for hormonOscope. The astronomical growth of Twitter (over 7 million users and counting) is a testament to the power of this social networking tool.  “There’s no question Oxygen’s core audience is plugged in and spending their time online,” said Alex Morrison, AgencyNet’s VP of consumer and brand strategy. “Generation O is tweeting, texting, and socializing–sharing their daily experiences online as a means of connection.”  hormoneOscope is the latest in a series of initiatives on behalf of Oxygen Media, which continues to push innovation as a means to reach their increasingly mobile, young female audience of “trenders, spenders, and recommenders.” The initiative officially launched on March 30, 2009.


As illustrated at the Consumer Electronics Show in the panel discussion “Design and Gender: Thinking About Sex and Electronics”, women buy 57% of electronics and influence 90% of buying decisions, however, many women feel their buying dollars are underserved in the industry. seeks to provide women with a new way of shopping for Consumer Electronics and Accessories by identifying products they need, with the service they want.

“Our mission is simple,” says founder H. Victoria Myers. “We believe women should have the same level of service when shopping for electronics and accessories as they do shopping for the perfect little black dress at a department store”.  With free personal shopping services, the business model operates more as a department store than an electronics retailer, but the model is a success.

“Women too often feel intimated walking into a big box retailer if they feel they not technologically savvy, but have questions they need answered that are not always served by some online retailers. We’re the best of both worlds for these women offering them a unique blend of service, selection and support,” Myers said. offers women products and categories with women in mind.  Myers says, “Just because it’s pink, doesn’t mean we’ll carry it as a woman’s product. We’re interested in what helps women be more productive, give them time back in their day and enjoy the things that are important to them”.

7B Labs recently announced hat the Bluetooth Headset Gender Preference Report will be available in mid-April of 2009. The report will highlight the differences in preferences between men and women regarding Bluetooth Headsets.  The study is the result of a three-pronged approach to identify consumer preferences, including a 200+ person consumer survey, a consumer test of leading headset products, and an analysis of consumer ratings and reviews of Bluetooth Headsets.  In the survey, consumers were asked detailed questions about the most important features and performance characteristics of Bluetooth Headsets both when considering a new headset purchase and in product usage. The results show substantial differences between men and women, which will be presented in the final report.  Also in the survey, consumers were presented with a simulated e-commerce environment where they were asked to rank order eight headsets from BlueAnt, Jabra, Jawbone, Motorola, Plantronics and others. Consumers rated the products based on the company’s marketing claims, an image of the product, and the consumer rating of the products. Again, there were significant differences in preference between men and women, which will be presented in the final report.  To further understand female consumer preferences, and to determine if there is a headset or set of headsets which are clearly favored by females, 7B Labs conducted a head-to-head consumer test of the 4 headsets which received the highest preference share in the simulated e-commerce test. These headsets were evaluated by members of the 7B Consumer Network, and their feedback will be presented in the final report.  The Gender Preference Report, including external communication rights, is available for purchase from 7B Labs. Interested parties should contact 7Bil Labs at for pricing and availability information. Early-bird pricing is available prior to April 11.

Recognizing the important role women play in making health care decisions, UnitedHealthcare, a UnitedHealth Group company, has launched Source4Women, a website and online community to help women of all ages more easily manage their health care. Source4Women ( offers women access to comprehensive information on a range of health topics and provides them with tools that help simplify and streamline important tasks such as handling health insurance claims and finding a physician. In addition, the site offers a range of health, wellness and disease-management programs that address women’s health as they age. Armed with these resources, women can personalize their health care experience regardless of their life stage and manage their health and that of their families.  According to a recent study by the Kaiser Family Foundation, women make 85 percent of health care decisions and control two-thirds of the health care spending in the U.S.  “Source4Women will make it easier for women to support their families’ health needs,” said Gail Boudreaux, president of UnitedHealthcare.  “Time is sparse for many women who are juggling jobs, children and other obligations while trying to make sure they and their families stay healthy,” said Boudreaux. “Because so many women are turning to the Internet for information, we developed a comprehensive resource that puts all of the information women need right at their fingertips. We believe Source4Women will help make their lives a little bit easier.”  Women also will have the opportunity to participate in UnitedHealthcare-sponsored educational forums and health fairs in cities across the U.S. In 2009, Source4Women events are planned for Chicago, Dallas and Philadelphia, featuring locally and nationally recognized experts who will speak on a variety of health and wellness topics women deal with every day.  Source4Women’s online community will be live beginning in late April. is a bilingual social networking site that allows women to review their browsing, buying and servicing experience at new car dealerships nationwide. The reviews, all generated from women, are compiled, audited, and calculated into Women’s Satisfaction Index™ or a WSI™ scores for a dealership.  Dealerships with scores above a 3.8 and higher (out of a 1 – 5 scale) are recognized and marketed as ‘Certified Women-Friendly’. Women-Drivers mission is to put buyers in direct communication with Women-Friendly dealers. The company sells the experiences, preferences and demographics to the dealership network so they can convert more browsers to buyers as well as provide pathways for dealerships to improve their level of service to women.  Women-Drivers is proving to also be a valuable tool for dealerships that do cater to women buyers. With funding now being made available to Detroit’s Big Three, manufacturer’s will be quick to infuse marketing dollars to jump-start credit, sales and interest in the newest 2009 line up. Women-Drivers provides a true competitive edge for dealers. Below are some of the highlights and scores from the businesses’ first quarter collective survey results.   

 WSI score for Salespeople when reviewer was BRWOSING:  3.67

  • 53% of those that did not purchase said it was because of “high pressured salesperson”
  • 54% went to dealership by themselves
  • 62% received follow up communication

WSI score for Salespeople when reviewer was PURCHASING:  4.55

  • Top reasons for purchasing at this dealership:  Referral from a friend, Best price/deal, Salesperson service, Best trade-in
  • 43% went to dealership by themselves
  • 88% received follow up communication

WSI score for Service Managers:  4.24

  • 54% use the dealership’s service department
  • 93% were satisfied with vehicles cleanliness upon pick-up
  • 74% received follow up communication

Heart disease is the number one killer of women – claiming more lives each year than all forms of cancer combined. High cholesterol is a leading indicator of heart disease, but knowing if you have high cholesterol will help you make dietary and other changes needed to lead a heart healthy lifestyle. WomenHeart is proud to partner with the Cheerios Circle of Helping Hearts Tour for its second year, as they conduct free cholesterol screenings April 2nd through April 6th at various Jons, Superior and Cardenas supermarkets in Southern California. WomenHeart volunteers, all heart disease survivors, will provide educational information and a forum for discussion with women at all screening sites.  This April’s tour kicks off the first of several more 2009 Cheerios Circle of Helping Hearts Tours nationwide. The tours and free cholesterol screenings are made possible by General Mills Corporation through funds raised from an on-box promotion for WomenHeart: The National Coalition for Women with Heart Disease. WomenHeart is the only national organization dedicated to promoting women’s heart health through advocacy, community education and patient support. As the leading voice for the 41 million American women living with or at risk of heart disease, WomenHeart advocates for equal access to quality care and champions prevention, early detection, accurate diagnosis and proper treatment of women’s heart disease.

The dialogue started with Nike’s “Biological Science:  Introducing the Female Body” video launching its “GameChangers” contest.  As the contest enters its final stage–you can actually vote for your favorite finalist between April 1st to April 15th–we want to know whom you think are the “game changers” of marketing-to-women. 

What people or brands have made a difference in the way we communicate and connect with today’s women? Leave your comments below and we will highlight some of your selections on M2W E-ssentials next week.

Congratulations to 2009 M2W® presenter Diane MacEachern, CEO of Big Green Purse, who was recently honored by Glamour magazine as one of their “eco-heroes.”  The list includes other amazing women such as Laurie David, who worked with Al Gore to produce the Academy-Award winning movie An Inconvenient Truth, Lisa Jackson, the new head of the U.S. Environmental Protection Agency and supermodel Christie Brinkley.  Click here to read the online article: 

Get a peek behind-the-scenes of the “eco-heroes” photo shoot by watching this great video on Diane’s Blog

Amgen and Wyeth recently announced that they have partnered with Tim Gunn, television host and fashion consultant (“Project Runway,” “Tim Gunn’s Guide to Style”) to launch Addressing Psoriasis™, an awareness campaign designed to help people with plaque psoriasis get more information about managing their disease and feel more confident in their everyday style. Dermatologist Susan C. Taylor, M.D., and Gunn are working together to encourage people with plaque psoriasis to visit a dermatologist and take the first step in managing their condition.  The cornerstone of the campaign is a contest to recognize people who have moderate to severe plaque psoriasis but who try not to allow the condition to inhibit their personal style. Individuals 18 or older with moderate to severe plaque psoriasis are eligible to enter for a chance to participate in the Addressing Psoriasis™ Fashion Show hosted by Gunn in New York City on Sept. 2, 2009. Eight winners will walk the runway and help raise public awareness of this condition. To learn how to enter the contest, view official rules, find useful resources about psoriasis and obtain style tips from Gunn, visit  “This program is designed to help people with psoriasis feel more confident with their everyday style, because style is just as much about confidence as it is clothing. When someone doesn’t feel confident, it is reflected in the clothing choices he or she makes,” says Gunn. “Psoriasis is a chronic condition, but it doesn’t have to define who you are or how you present yourself to the world. If you have psoriasis, it is important to educate yourself about how you can take an active role in your condition-and your style.”

As one of the Hospitality Sponsors of this year’s M2W®-The Marketing To Women Conference, April 29 & 30, Chicago Cultural Center, Ecojot will provide attendees with a special custom notebook at the Opening Breakfast on April 29th.  We are thrilled to be a Hospitality Sponsor of the 5th Annual M2W® Conference and providing attendees with a special custom eco-friendly notebook at the Opening Breakfast.  Ecojot had the pleasure of sponsoring the 2008 Good And Green™ Conference with a similar 100% recycled notebook,” says Mark Gavin of Ecojot.  “Also in 2008, Ecojot was delighted to design a commemorative “Hope Believe Dream” journal, honoring President Obama’s Inauguration and sold at Barnes and Noble stores across the US.  I am particularly excited to meet fellow marketers with a green purpose at next month’s conference.  Nearly two years after committing to do a 100% recycled line, Mirage Paper Company’s Ecojot™ line now makes up a notable 85% of all its products.  Ecojot™, like Mirage’s other lines, produces a wide range of Canadian, sweatshop-free paper gift products but with a green twist: its products are 100% post-consumer recycled.   This means that notecards (now called ecoNOTES), perpetual calendars or ecoCalendars, and ecoWRAP, the 60 lbs, acid and chlorine-free wrapping paper are committed to be 100% recycled.  Even Ecojot™’s plastic wrapping is going greener, now using a transparent, biodegradable corn-based material.  Check out their wonderful re-designed site at

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