This year’s Oscars weren’t just about Hollywood’s biggest stars—they were a case study in how brands are shifting their marketing towards women.

For the first time in 15 years, Kimberly-Clark’s Poise returned to the Oscars ad lineup, with Katherine Heigl boldly tackling a topic many brands avoid: bladder leaks. But Poise wasn’t alone in targeting women directly.

• Hershey’s SkinnyPop debuted a campaign with Jennifer Aniston.
• Visa centered its cinematic ad on a female protagonist.
• L’Oréal, Ulta Beauty, and e.l.f. Cosmetics joined the Oscars ad rush.

Why? Because women drive purchasing power—and brands are finally catching up.

According to Disney Advertising, 60% of Oscar viewers are female, and the show is most popular with women over 45—a demographic that has long been overlooked in marketing.

3 Major Takeaways from This Year’s Oscars Ads (And What Brands Can Learn)

1. Women 45+ Are the New Power Buyers

For years, this audience has been ignored in favor of Millennials and Gen Z. But the numbers don’t lie—women 45+ spend big and stay loyal to brands that acknowledge them. (Forbes)

Entrepreneur, this is your wake-up call.

Are you speaking to this audience? Or are you stuck chasing younger consumers just because everyone else is?

How Can Small Brands Like Us Utilize This?

Instead of assuming younger means trendier, think about how you can make your brand more inclusive—not just in visuals, but in messaging, storytelling, and representation.

The goal isn’t to exclude younger buyers but to stop ignoring the powerhouse market that’s been there all along.

2. The Shift from Aspiration to Relatability

Marketing is no longer about selling a dream—it’s about reflecting reality.

Poise tackled a once-taboo topic with humor and confidence, rather than embarrassment. Nike’s ad featuring Hailee Steinfeld focused on ambition, stress, and real-life struggles.

Brands are finally treating women like real people, not just idealized versions of them.

How Can Small Brands Like Us Utilize This?

For small businesses, this is where the opportunity lies. You don’t need a million-dollar ad budget to connect with your audience—customers crave honesty, you just need to be real.

If you’re a business owner, coach, or creator, stop worrying about making everything look “perfect.”

Start showing up as the real, relatable version of your brand. Share the behind-the-scenes, the messy middle, the reality—because that’s what people connect with.

3. You Don’t Need an Oscars Budget to Reach the Right Audience

The price tag for a 30-second Oscars ad? Up to $2.3 million. That kind of budget is out of reach for most brands, but here’s what small businesses should take away:

It’s not about spending more—it’s about showing up where your audience already is.

Poise and Visa needed the Oscars to reach their core demographic. But smaller brands? They can be more targeted and strategic. Rather than trying to be everywhere, focus on where your ideal audience is already paying attention.

How Can Small Brands Like Us Utilize This?

Small brands win by being hyper-targeted.

• Build a strong presence in niche communities.
• Use platforms where your audience actually engages.
• Collaborate with people they already trust.

Marketing isn’t about being the loudest; it’s about speaking to the right people, in the right place, at the right time.

Women Want to Be Seen, Not Just Sold To

The 2024 Oscars advertising lineup wasn’t just about selling products—it was about recognizing women’s influence, purchasing power, and the stories that deserve to be told.

And today, on International Women’s Day, it’s a reminder that branding is more than just marketing—it’s a reflection of how we see and value women in society.

For too long, brands have spoken at women instead of listening to them.

But the shift we’re seeing—toward authenticity, representation, and inclusivity—isn’t just a trend. It’s the future.

As business owners, marketers, and creators, we have the power to shape that future.

🌸 Do you agree? Anything to add? Would love to hear your thoughts!