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Whatever this day is called, the statistics speak for themselves: for 64% of Ukrainian women, it is a holiday of “femininity, tenderness and beauty,” and 60% expect special promotions from brands. Sales of flowers and gifts increase sharply in the first week of March, and marketplaces do not miss the opportunity to strengthen communication and offer thematic discounts.
But at the same time, 18% of Ukrainians expect brands to become a voice of support for women and an example of change. How do popular marketplaces and retailers communicate this day?
She chose a different strategy: she hinted at the spring update through the image of a groundhog, but did not forget to add pink to the promo, which makes it clear what day the discounts are timed to.
Traditionally, the brand stays true to itself. Their campaign is a classic set of clichés: a housewife in curlers dreaming of a food processor or a hairdryer. This is, of course, an almost iconic approach that causes both laughter and facepalming.
He avoids direct references to March 8, but his fox in a dress among flowering trees, choosing an air grill, a smartwatch, and a hairdryer, speaks without words.
The campaign is communicated with the slogan “Give technology with love”. And what kind of technology is it? A hairdryer, of course! All this is against the background of pink and purple colors, which hints at a traditional female audience.
At first, it seems neutral – there is no large-scale advertising campaign with an emphasis on femininity. But if you look at the list of “best deals,” you’ll see traditional gifts: vacuum cleaners, pans, hair dryers.
Ukrainian e-commerce does not refuse to make money on March 8, but still tries to move away from the most hackneyed clichés. Compared to previous years, there are attempts to avoid overly stereotypical messages (with the exception of Citrus), although the hints have not disappeared.
Instead of direct voicing of the “holiday of femininity”, they use:
However, marketplaces could communicate this day differently, becoming an example for change. Inweb has prepared an extensive guide on how to communicate on March 8 with a focus on gender equality. Here are the main conclusions:
Depict women in different roles that reflect real life experiences. For example, GoPro showed women surfing, go-karting, diving – activities usually associated with men.
Consumers recognize insincere attempts to make money on social issues – the so-called pinkwashing. It is worth backing up your advertising campaigns with real initiatives to improve gender equality.
Kotex presented the #ProgressFeelsLike video and a study that showed 60% of women believe that progress in women’s rights is too slow, and half believe that the world has become less comfortable for them. In response, the company launched the “She Can” initiative to combat the stigma of menstruation, increase access to education, and create equal opportunities.
Women respond better to campaigns that evoke emotions and tell real stories. For example, Nike often makes powerful videos about women overcoming challenges and achieving success.
73% of women believe it is important to support women’s businesses on the eve of March 8. An example is The Most Illegal Beer campaign by Vagabund and Muschicraft, which created a beer that violates laws in 50 countries around the world – simply because it was brewed by women.
Today, businesses should focus not only on holiday campaigns, but also on real actions: fair policies in the workplace, support for women’s initiatives, equal opportunities for all.
Estée Lauder supports women’s leadership and equality: 82% of their employees are women, and 55% hold management positions. The Women’s Advancement Initiative promotes the development of women leaders, supports entrepreneurship and education. The Estée Lauder Emerging Leaders Fund, together with Vital Voices, has helped more than 400 women in 60 countries address global issues, including climate change and economic inequality.
Brands are still balancing between trying to make money on March 8 and avoiding an overly stereotypical approach. It is noticeable that in 2025, marketplaces are starting to play more with images and colors in order not to cause a negative reaction, but at the same time keep traditional products in focus.
There is still a long way to go before business really becomes an example of change. But the best campaigns prove that the holiday can be about more than just a hairdryer.