How to encourage more women to cycle?

I, for one, would welcome a free waterproof mascara with every helmet sale.

Also Wiggle should start doing toolkits in pastel pink. That'll get the ladies in.

Not sure if you're being sarcastic about the pastel pink? For me (and this goes for running gear too), it's the hideous stereotypical girly colours which are so off putting!
No offense to anyone who likes these colours, men or women.

Things are better than they used to be but there is still far less choice for us.