Gender segmentation in marketing drives sales and loyalty

Gender segmentation in marketing is one of those classic tricks brands use to target audiences more precisely. Why do they bother? Well, because men and women often have different preferences, behaviors, and buying habits. On the other hand, the benefits are clear: more effective campaigns, better ROI, and a stronger brand connection. But here’s the thing – just because you split your audience by gender doesn’t mean it automatically works. You’ve got to know your audience really well, and that’s where data comes in.

The Benefits and Considerations of Gender Segmentation in Marketing

With that in mind, gender segmentation helps brands craft messages that resonate more deeply. Think about:

• Beauty products
• Sneakers
• Financial services…

They all customize their messaging based on gender. Why? Because the platform allows it. Facebook Ads, Instagram, TikTok, they all enable you to target ads by gender with just a few clicks. And, by the way, they also say that segmenting by gender can boost click-through rates significantly. But I have to ask, are we really just talking about gender? Or are we also reinforcing stereotypes? That’s a question worth pondering.

Main Platforms that Make Gender Segmentation Possible in your Marketing Campaigns

• Facebook
• Instagram
• Google Ads
• TikTok

Now, let’s dig into the platforms that make this possible. Facebook and Instagram are the giants—they’ve had this feature for ages, and it’s super precise. You can even layer it with interests, behaviors, age, location, and more. Google Ads? Same story. You can target specific gender groups when people search or browse. TikTok? They’ve recently improved their targeting options, so brands are jumping on that train too. The key? Use these tools wisely. Because let’s be honest—sometimes these campaigns look good in theory, but the actual results?

And here’s a little nugget: gender segmentation is about pushing products. It’s also about understanding cultural shifts. More brands are questioning whether gender-based marketing is still relevant or if it’s just a relic. Some are pushing for more inclusive strategies. So, you see, it’s a double-edged sword. Use it smartly, and it can yield results. Overdo it or rely solely on stereotypes? That’s another story.

The Broader Impact and Ethical Considerations

By the way, they also say that customer data is king. The more you know about your own audience, the better you’ll be at segmenting and not just by gender, but by lifestyle, values, and needs. Because at the end of the day, marketing is about connection. And if your message doesn’t match who your audience really is, then what’s the point?

What do you think? Do you believe gender segmentation in marketing still works in today’s more inclusive world? Or is it time to rethink the whole thing?

Case Study: Gillette’s Gender-Segmented Shaving Campaigns

Let’s talk about case study of gender segmentation in marketing for the campaign: Gillette Venus (for women) vs. Gillette Mach3/Fusion (for men) .

Gillette, the giant in razors, has long played the game of targeting different genders with tailored campaigns. They’ve split their marketing into two worlds: Gillette Venus for women and Gillette Mach3/Fusion for men. Seems straightforward, right? But if you look closely, it’s more than just packaging and slogans. It’s about understanding the psychology behind gender segmentation and how these campaigns perform in the real world.

On the other hand, these campaigns aren’t just about product features. They’re about emotional connections. Gillette Venus, for example, has leaned into themes of empowerment, self-care, and breaking stereotypes. Their ads often show women feeling confident, strong, and independent.

Remember that commercial with the woman walking through a city, tossing her hair? It’s a message that says: “You’re in control.”

Meanwhile, Gillette’s men’s ads focus on mastery, strength, and precision. The iconic “The Best a Man Can Get” tagline has been around since 1989, reinforcing the idea of perfection and masculinity.

Do these campaigns really work?

But here’s the thing: do these campaigns really work? Well, data suggests they do—at least in terms of brand perception and market share. Gillette’s global revenue hit around $5.7 billion in 2022, with a significant chunk coming from their core segments. The Venus line, for instance, has seen consistent growth, especially among younger women who resonate with the empowerment messaging. Gillette’s market share in the US for men’s razors remains dominant, around 65%. So, the segmentation appears to be paying off, at least superficially.

Yet, I like it when we dig a little deeper. Because sometimes, brands do flashy campaigns that look good at first glance, but we need to see the actual profitability or consumer loyalty behind them. For example, in 2019, Gillette launched a controversial ad called “We Believe: The Best Men Can Be,” which challenged toxic masculinity. It sparked mixed reactions. Some loved it—others felt it was preachy or alienating. The question is: did it hurt sales or boost brand loyalty? The data was mixed. The campaign certainly got attention, but in the short term, sales dipped by around 2%. Over time, it’s still too early to judge if it’s a win or a loss.

People downplay the importance of emotional messaging, but I think it’s still one of the most effective tools out there. Gillette’s segmentation strategy is built on understanding those emotional triggers (confidence, strength, independence) which are universal but tailored differently for each gender.

Drop your thoughts in the comments. Read other articles, learn more about how brands are evolving. I hope this gave you some food for thought. And remember, the tools are there, but the real trick is using them wisely.

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.