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Embracing Mars

Women are no longer just from Venus – but are more and more embracing mars-oriented behavior: may it be sports or work. Not surpassing men in the workplace, they have at least gone equal in hedonistic issues such as drinking, smoking or infidelity. Women today are strong and self-confident, taking what they please. Equality in behavior also leads to a greater number of relationships with – sometimes very much – younger men as the movement of cougar women shows. Feminism itself is getting a new spin – the „3rd wave feminism“ of today is about finding a new and different spin on how to play out and play with sexuality – as slut walks and books such as „Feuchtgebiete“ show.


  • How can you reinterpret male symbols in female style?
  • How can you add intellect and rationality to your brand?
  • How can you add an element of competitiveness and/or “alpha” to your brand?
  • How can you make technology and features don’t feel like technology?


A bunch of man-buts gyrate to sell women cellulite creme

If there’s one thing that generally doesn’t get much attention — in life or mass marketing — it’s the man-butt. But this may change. Vichy’s “Booty Break” website encourages users to click-through the upbeat tunes to find the booty that they would like to see shake, slap, dance and/or flex. All with the goal of  Continue Reading »

Marketing Experts Create Distorted Images of Women

This clichéd and stereotyped video was published by the European Commission for a campaign designed to attract more women to a career in science. Based on the slogan “Science: it’s a girl’s thing” the commission said that the video had to “speak their language to get their attention”. But who´s language is that? This video  Continue Reading »

Frauen haben ein großes Stück der Macht erobert. Was nun?

Die Zeit Redakteurin Mariam Lau wagt einen Streifzug durch die deutsche feministische Literatur- und Bloggerszene und kommt zu dem, für Sie, traurigen Ergebnis, dass Frauen sich gerade aufgrund ihrer erkämpften und gewonnenen Freiheiten dem Mann auf subtile Art unterwerfen. Schuldig, so die Vermutung der Autorin Katie Roiphe, fühlen sich die Frauen gegenüber den Männern: „Es  Continue Reading »

Pinky Math and Science Role Models Discourage Young Girls

A new study by two University of Michigan psychology professors shows that presenting girls with stereotypically feminine STEM role models—like Barbie’s pink laptop-toting bombshell—might actually discourage them from pursuing science, technology, engineering, and math. Cos middle school-aged girls who are already feeling like they aren’t good at STEM are going to be turned off by  Continue Reading »

Büro sucht Frau ist ein Frauenwirtschaftszentrum, dass sich zum Ziel gesetzt hat, das weibliche Gründungs- und Unternehmerinnenpotenzial zu fördern. Das Konzept der Bürogemeinschaft versucht dem spezifischen Gründungs- und Arbeitsverhalten von Frauen gerecht zu werden. So wird, im Gegensatz zu dem männlichen Arbeitsverhalten, wie EMOTION Herausgeberin Katarzyna Mol es beschreibt, nicht auf Konkurrenz, sondern auf Teamarbeit, Gemeinschaftsdenken und  Continue Reading »

Stop Dreaming Barbie, Wake Up!

For decades Barbie and Ken have been the perfect couple for girls. But the Canadian foto-artist Dina Goldstein (known from her last project “fallen princess”) calls this perfect idyll in question. She restages a look behind Babies and Kens relationship – with human models. And she confronts us with the unromantic question: who is Ken  Continue Reading »

a game with symbols

„Femen“ the Ukrainian feminist activist group used the European Football Championship in order to call attention to a world that ruled by macho posture, male power and symbols of masculinity. Camouflaged as football-fans the activists mingle with other fans before they striped to the waist and presented on their naked bodies their statements. To symbolize  Continue Reading »

Technology – a female-dominated landscape

Do not underestimate female consumer when it comes to technology. As it turns out, women are our new lead adopters in tech. This statement from Intel researcher Genevieve Bell includes, among others, the fact that a whole bundle of technology is mostly owned by them. Underestimate women’s interest in and knowledge about technology you –  Continue Reading »

Nacked Rebelle

To market her parfume “Rebelle” Rihana poses nude on a giant poster at New Yorker Times Square. But what comes first in this ad? The wild beauty or her inflammatory perfume? Her third perfume “nude” will be publicized in autum. We are looking forward to her next marketing strategy and how she wants to present  Continue Reading »

bad girls live fast

“Bad Girls” is a song by recording artist M.I.A. It´s lyrics revolve around sexual prowess and female empowerment, while it´s chorus features the refrain “Live fast die young, bad girls do it well” sung in a haughty rap-sung delivery.