Author and marketing expert Holly Buchanan speaks with VITAMIN W on gender stereotypes in advertising, the Buchanan Test, and the advertising industry's logic for offensive commercials.

The White House Project has an aspirational name.

Lida Elias can tell you how to plan the perfect Valentine's date to make your lover swoon... if you pay her. Elias runs Save My Date, a bespoke date and proposal planning service -- kind of like a wedding planner, but before you get to that stage.

Once women become mothers, everything changes -- even your job.

Three women went away for the weekend to an island, and returned with their own liquor company.  Or the idea for one.

Despite important gains for women in 2012, sexism persists in our society, and women face ongoing challenges in the year -- and years -- ahead. Here at VITAMIN W, we asked women thought leaders in various fields the following questions: where are women going in 2013, and what do you hope for women in the fields of comedy, politics and journalism? Their answers after the jump.

Seeing makeup's ill effects on actresses inspired Jane Iredale to create a new line of cosmetics. Founded in 1994, Jane Iredale Mineral Cosmetics was one of the first mineral makeup brands. That was way before people talked about parabens or BPA, or even bothered reading labels.

School House is the Facebook of sweatshirts. While Facebook started at Harvard before going global, School House began at Duke and has expanded its collegiate wear to 32 different colleges, with thousands more sure to come. What’s more, this purveyor of American collegiate wear is actually Made in America. It's an ethical fashion company that produces well-designed collegiate wear, rather than sweatshirts that make you look like a potato.

Advertising pros Janet Kestin & Nancy Vonk are the revolutionaries behind the Dove Campaign for Real Beauty. The 75 second video Dove "Evolution" of a sped-up photo shoot of a model being made-up and retouched. It's been viewed on YouTube over 15 million times. “We never thought it would change the industry,” says Vonk. Kestin adds, “It was part of a landmark campaign that will not lose its station anytime soon.”

by Amy-Willard Cross

Last week, breast cancer fundraising made news. In a good way.

Goldieblox is poised for a happy ending.

This is the first in our series on women candidates from both parties.