Marketing to women has never been more important -- or easier, it would seem. Every brand is now expected to make an effort, and fortunately the formula is simple: Celebrate women for being women; offer them a feminist-sounding brand message; make sure to communicate your product was created with the goal of empowering them, and that’s why they need to buy it. But the logic is reductive and circular: Empowered women need your brand to empower them because without your brand, they’re not empowered.
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