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Marketing Guru, Blogger, Content Specialist, The Divine ventures of Emmi Pyykkoe

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Feminism as a marketing asset

Aprroximately 15 years ago, It was a cosmetics brand Dove that started campaigning with 'real women' which in advertising terms meant women in all sizes and skin colors. Nowadays, it seems normal but then, it was something new in advertising and awoke a lot of conversations behalf and against.


Some arguments against were that women weren't fat enough for representing 'the real women' whereas other arguments were about that the women are too fat to be showed in the advertising (in Europe, women can be shown in the advertising of skin lotions for example in only their underwear and that's considered normal).


"Feminism has became such a strong marketing asset, that it has to be at least considered when nowadays, planning on the advertising for women. Even the smallest thing is considered as an objectification of a woman or body shaming."

Anyhow, when it was about non-retouched pictures of normal women, that was too much for many. And that is why the trendy name #bodyshaming has been invented for. But that's a trend of today. After Dove started their campaigning, soon other big brands such as Nivea started using elder women in their advertising and cosmetics ads overall, got more diversity in the Europe.


And nowadays, almost globally I would say, women are expected to be feminists. Yes, I know what Feminism means - shouldn't we all speak for equality especially in the Feminine societies? But as like #MeToo, for some people or groups, the meaning of Feminism has gotten an all new meaning as a justification for Misandry. And the Feminine society where I live - doesn't really even recognize the meaning of Misandry. I would even say - our society is one of the worst ones trampling on men's rights. (Sorry sisters, I really mean this!!!)


And the Feminine society where I live - doesn't really even recognize the meaning of Misandry. I would even say - our society is one of the worst ones trampling on men's rights. (Sorry sisters, I really mean this!!!)

Feminism has became such a strong marketing asset, that it has to be at least considered when nowadays, planning on the advertising for women. Even the smallest thing is considered as an objectification of a woman or body shaming.  Whereas that makes it truly hard for the feminine clothing- and cosmetic brands to plan on their advertising without getting lynched.


What do you think?


#Bodyshaming #Feminism #Marketing

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