The Tale of Two Bettys, Both Confidential.

This is the tale of two Bettys, both products for women, both with a just-we-girls brand strategy, both looking to chisel an identity in this fiercely competitive and hugely complicated marketplace.  With America’s CPOs –Chief Purchasing Officers – controlling 85% of all purchases, the stakes are high for these tightly targeted products.

One succeeds beautifully.

Let’s start with Betty Beauty. I first heard about this particular kind of follicular-fun from my dear friend,  glam hair stylist, Alicia.  I walked into her salon and found her giggling hysterically.  Then she handed me a small package decorated with a bright magenta triangle and the words: COLOR FOR THE HAIR DOWN THERE.  “FUN” BETTY.  HOT PINK (Rose) 

On the back of the package: FUN IS WHERE YOU FIND IT! GET YOUR BETTY READY!

Lest you think this Betty was destined for the backroom of beauty salons, it turns out that prettying up your pubic hair has gone public in the biggest way possible — via the June issue (hello Bridal Betty) of Oprah’s magazine.  According to beauty editor, Valerie Monroe, she put off getting her Betty ready until the story deadline loomed and finally she had to “match carpet to drapes.”  Amazingly, she admitted to actually liking the new product.  In fact, Ms. Monroe said she was ‘inordinately pleased with my new  (zingy) look.’

Are you ready for the other Betty? This one is a new website for women’s ‘lifestages’ developed by a high profile executive with long experience in the media.  The site features a wide array of writers opining on everything from ‘kissing frogs’ to ‘navigating a career’ to ’shaping a marriage’ or ‘finding you.’  There are message boards called Betty Talk and lots of tips and teasers.  And like Betty #1, the ‘product’ is front and center on the big media outlets like Good Morning America via founder Deborah Perry Piscione.

So there you have it.  The two Bettys. Two contenders for the hearts and minds and Kate Spade purses of America’s 66 million+ time-trapped, stressed, striving and thriving women. 

Did you think I was going to tell you which Betty won my heart and mind? Never mind my preppy striped Kate Spade bag?

Not this time.  You tell me.