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Women are changing the business of how sex sells


Ah Monday. Back at the office are you? Well why don't I give you something sexy but business oriented to think about: women. More specifically, women and their spending power.

If the digital revolution has given women more control and more opportunity to explore their sexuality, then if follows their pocketbooks are not far behind.

That's the argument made in this Business Insider article on the "Evolution of Sexiness." In it, Mallory Schlossberg argues that women are forcing major brands to tone down their "sexiness," among them formerly over sexual brands - Playboy, Victoria's Secret and Abercrombie & Fitch.

Does this seem counterintuitive? At a time when we are seeing an increase in openmindedness around sexuality, does it makes sense to see a decrease in sexual imagery?

What Schlossberg concludes is that its about a change more profound then reducing naked images. Its about inserting a message into the imagery. Dare I say, appealing to the mind (and emotions) as well as the body? A smart move for any marketer.