Olsonology

I was invited to “attend” an online Tupperware party on Facebook today and I was curious to know what the company was up to. Could Tupperware really imitate their legendary in-home parties in the digital world? 

During the early 1950s, Tupperware’s popularity—and sales—exploded, thanks in large part to lavish in-home parties. At a time when women came back from working during World War II only to be told to “go back to the kitchen,” Tupperware was known as a method of empowering women, giving them a toehold in the post-war business world.

Direct marketing was a success and continues to increase in popularity. Tupperware is competing for people’s time now more than ever as several new companies blaze onto the scene every year, from makeup and skin care lines to jewelry, candles and kitchen tools—even sensual aids and toys. It’s rare for a lady to receive less than a handful of in-home party invitations in a year.

Most women use these parties as an excuse for a “girls’ night out,” as the get-together typically includes great food, drink, an opportunity to exchange ideas with friends and meet new people and, of course, fun. Although feelings of stress and obligation to buy are part of the deal, greater is the sense of community and connection between friends. So would an online party have the same effect? 

I personally feel much less obligated to “attend” the online party and to buy, but I do understand Tupperware’s attempt to reach busy people, even if sale conversions are lower using online tools versus in-home parties. I should mention that the friend who invited me to attend her online party lives five states away. Perhaps this online party tool will create connections for people at a distance. I’ll be curious to see if it succeeds (or fails, as it may be).   

http://order.tupperware.com/coe/app/tup_party.party

-Christina Clawson, Brand Manger