“If you want to reach women with your product or service give us samples and get us talking,” said the group of working women gathered in Jacksonville on a crisp November night.

They went on to share some of their favorite brands: Big Sexy Hair, OPI, Philosophy, Pantene, Mac, Neutrogena, Lancôme, and Oil of Olay.   When asked how they came to love these products, nearly all agreed it started with a friend or colleague’s recommendation. 

That makes sense given their distaste of commercial interruptions.  “I TiVo my favorite shows,” said one.  “I prefer to listen to my iPod than the radio, “ said another.

When asked what products/categories need the most help when it comes to getting their interest and loyalty the group unanimously agreed that apparel brands need work.  Some referenced Abercrombie and Express; others listed Banana Republic and Old Navy.  BCBG and BeBe also rounded out the list of their favorites.  But none delivered a flawless experience.  Either the stores were too cluttered, the help too aggressive or the clothes too ill fitting. 

Sounds like lots of room for improvement for any company willing to listen.