Wash that patriarchal and limiting perception right out of your hair

This story (link may expire) about an evolution in Japanese shampoo marketing points to a loosening of traditional advertising personas (and an associated shift in beliefs about who their customer really is).

Kaori Sasaki, who heads a communication consulting company, said Japanese businesses long viewed female consumers in three oversimplified categories – the housewife, office worker and schoolgirl.

But that formula is rapidly growing obsolete as more women pursue ambitious careers and more mothers join the work force, she said.

“Marketing is changing to reflect a changing lifestyle,” Sasaki said. She noted a recent TV commercial for detergent that depicts a man doing the wash – something once virtually unthinkable in male-dominated Japan.


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