OXO Broadens its Appeal through Marketing to Boomer Women

Boomer women are more demanding. Please them, and you appeal to many market segments.


Women in general—and Boomer women in particular—are more discerning and demanding customers than men. Boomer women bring their wealth of experience (as well as the wealth of their purse!) to every buying experience. And they expect to find the “perfect answer,” not just a brand that will “do.”

I always tell my audiences that by marketing to women and designing products that make women happy, brands will go above and beyond their male customers’ expectations. Here’s a great example of a brand doing just that—designing for Boomer women and appealing to younger women and men of all ages alike.

One of today’s most successful housewares companies came about due to one man’s desire to address his wife’s difficulties with holding ordinary kitchen utensils because of arthritis. Sam Farber put together a group of researchers that included a noted gerontologist and developed a line of 15 products using “universal design,” defined as:

“The design of products usable by as many people as possible. It is important to note that Universal Design does not mean designing products fully usable by everybody, since there is no product that can truly fulfill the needs of all users. But when all users’ needs are taken into consideration in the initial design process, the result is a product that can be used by the broadest spectrum of users. In the case of OXO, it means designing products for young and old, male and female, left- and right-handed and many with special needs.”

The line, now known as OXO, has grown to include more than 850 items, including utensils with broad, cushy handles and angled measuring cups that can be read from the top. OXO has won international design awards and has devotees across every age group. Although originally designed for older consumers, the design and functionality makes their products appealing to many market segments.

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About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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