Veritas opens new division aimed at young women
By Adnews Staff
Veritas Communications of Toronto has opened a new division called Gloss that will specialize in marketing communications aimed at women 22 to 30 years of age. The division, staffed by women in this age group, will conduct quarterly forums called "pink tanks" with young Canadian women on topics such as fashion, sex, issues and ideals. "The Gloss woman is educated and has unique needs," said Veritas president Beverley Hammond. "She does not necessarily respond to typical marketing tactics. Marketers need to listen, understand and then communicate." According to the company, women aged 22 to 30 are important to marketers, especially in the sectors of beauty, home decor and financial services, because they have finished their educations and are moving quickly through life transitions such as first homes and first careers.