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What do popular stereotypes about women's beauty have to do with business? When you market cosmetics to women, quite a lot. Companies in the beauty industry benefit in an obvious way from the anxieties many women feel about their bodies, beauty and appearance.
So when Dove launched its recent "Campaign for Real Beauty" it raised an interesting question about the effectiveness of marketing with mixed motives. Was it "just" a clever marketing strategy, designed to set it apart from other companies?
The effectiveness of the campaign in both social and commercial terms depends upon the perception of its motives among women in the marketplace. And while there has been a lot of hot air about blogging as personal journalism, the "blogosphere" offers a tantalising glimpse of the interior worlds of hundreds of thousands of individuals.
It has become possible to measure the impact and perceptions of a marketing campaign in the wild. And, in this article, that's exactly what we did to Dove. (Continues on our website )
GREY OR GORGEOUS? (DUH!)
An image from the Dove "Campaign for Real Beauty" (Australia/New Zealand 2006).
Carla Shervey used her experience at the Australian Women & Leadership Forum in Brisbane to encourage change in her workplace, develop a new line of business, and take the next step in her career. She wrote to our event coordinator Maggie O'Keefe. "At the Women & Leadership Forum I was very interested to find out that Hospitality and Tourism is one of the industries that was identified as one of the worst performers when it comes to representation of women in leadership. As a result of this finding, we at TRAC are looking into strategies to action change. One of these strategies includes me indertaking my Masters focusing on Women in Leadership within Tourism & Hospitality". (Continues on our website )
PARTICIPANT PROFILE
Carla Shervey from TRACC
In late August the Equal Opportunity for Women in the Workplace Agency (EOWA) will release the latest edition of its biennial Women in Leadership Census. Two years is a long time between drinks when it comes to measuring the impact of social change, and in preparation for the release of the 2006 Women in Leadership Census we looked at the EOWA "Verticals" and our own internal research to identify two trends of particular significance. (Continues on our website)
This year the Australian Women & Leadership Forum has gone from strength to strength. To date, thirty-seven forums have been held across the company, covering all capital cities. In addition we have expanded the reach of the program to cover major regional centres in Queensland (Cairns, Townsville, Hervey Bay, Sunshine Coast) and now Victoria (Latrobe Valley, Bendigo and Geelong) and Tasmania (Launceston). (Continues on our website)
BOOKMARK THIS
EOWA Website
www.eowa.gov.au
July |
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Perth |
Fri 7th July |
University Club |
Brisbane |
Fri 21st July |
Mercure |
Melbourne |
Tues 25th July |
Rydges |
Sydney |
Thurs 27th July |
Star Room Dockside |
August |
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Canberra |
Wed 16th August |
Rydges |
Brisbane |
Mon 21st August |
Mercure |
Darwin |
Wed 23rd August |
SkyCity |
Melbourne |
Mon 28th August |
Rydges |
Sydney |
Wed 30th August |
Star Room Dockside |
September |
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Adelaide |
Fri 1st September |
Holiday Inn |
Perth |
Mon 4th September |
University Club |
Brisbane |
Wed 13th September |
Mercure |
Canberra |
Wed 20th September |
Rydges Lakeside |
Melbourne |
Wed 27th September |
Rydges |
UPCOMING EVENTS CALENDAR
View the Upcoming Events Calendar on the forum website.
BOOKINGS
Please call 1300 138 037 or use the Expression of Interest form on our website.
Your organisation may be eligible to join our Affiliates Program.
Affiliates receive discounted registration fees, access to quarterly Roundtable events, entitlement to use the AWLF Official Partner logo on their livery, and a complimentary meeting with an AWLF Consultant, an opportunity to discuss your organisation's strategies and internal dynamics as they relate to women and leadership.
FOR MORE INFORMATION
Contact us by e-mail or
call 1300 138 037 to request a copy of the Affiliates Program brochure.
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WORKPLACE TRAINING
ADVISORY AUSTRALIA
167 Grattan St Carlton Vic 3053
Phone 1300 138 037
www.womensforum.com.au
info@wtaa.com.au
