New female-focused agency SuperHuman launches

Co-founder Sandra Peat

In an effort to fill an “urgent gap in the market”, a new strategic marketing agency has launched today to help brands better connect with women.

Founded by Red Bull and Bacardi veteran Sandra Peat and IPG agency creative director Rebecca Rhodes, SuperHuman will focus on “blowing up stereotypes” around ‘middle-aged’ women (40+) – with clients so far including cosmetic brand Charlotte Tilbury and 9Bar.

“Women dominate the consumer economy, controlling 85 per cent of global spend and yet quite often brands overlook the psychology of gender and rely on outdated female clichés and stereotypes,” said Peat.

“At SuperHuman, we are passionate about the role that brands can have in creating opportunities for women, whilst building brand and product engagement amongst this lucrative target audience. We believe it quite literally does not pay to ignore them.”

The launch coincides with new research that reveals 81% of women over 40 feel that society’s assumptions about them do not represent how they actually live their lives.

Just 4% said that they felt ‘middle-aged’ at the time of being surveyed, while 84% said they use products and services aimed at younger women.

Rhodes said: “Today’s 40+ women are game changers, societal pioneers with incredible spending power yet as many as 74 per cent of them felt that, at their life stage, brands do not accurately reflect their needs and desires.

“At SuperHuman, we don’t think this is good enough; we think that it is time for change.”