Most of the time, targeted ads are pretty harmless. You searched for a flight to Denver? Here are some hotels in Denver. You looked for new running sneakers? Here are a few options.
But a new "study" from marketing firm PHD recommends a strategy that crosses the line from merely targeted to outright predatory, explicitly advising brands to seize on the times of the day and week when women feel the most insecure about their bodies and overall appearance in order to sell beauty products and other goods.
Women, the study claims to have found, feel less attractive on Mondays, especially in the morning. Thus, as the release explains, "Monday becomes the day to encourage the beauty product consumer to get going and feel beautiful again, so marketing messages should focus on feeling smart, instant beauty/fashion fixes, and getting things planned and done. Concentrate media during prime vulnerability moments, aligning with content involving tips and tricks, instant beauty rescues, dressing for the success, getting organized for the week and empowering stories." Yuck.
To go along with this approach, labeled the "encourage" strategy*, marketers should deploy a complementary "empower" phase on Thursdays, when women are supposedly feeling their best. "Thursday offers prime opportunities for marketing messages and in-store/promotional activity around celebrating best beauty looks, dressing for the weekend, and shopping get-togethers," the study cheerfully advises.