Feminism is trendy again.

There’s no better gauge of this fact than the groundswell of ‘feminist’ campaigns emanating from global brands trying to flog products to women.

Dove became a worldwide success story with its Campaign for Real Beauty: the aim of the original campaign was to widen the definition of beauty after a study found that only 2 per cent of women around the world described themselves as “beautiful”.

Dove made international headlines – and a lot of money – from this campaign, and has carried on versions of it for almost 10 years. Recently others have been following suit. In the ...

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  • Reply January 15, 2014


    Does the idea of cynicism even apply in advertising? It is just the latest promotional/advertising idea. They will talk about it, but not actually live it or demonstrate it. There will be a flurry of interest (like this article) and in due course the next attention-getting marketing idea will come along.

    I agree with the commentator, great if they mean it, not if they don’t.

    And thanks for the new acronym, which I was unaware of, I think I can make use of GAGF!

  • Reply January 15, 2014


    Advertisers don’t care about you. They are doing a job, selling a product, they will do anything it takes.


    If we talk endlessly about how young girls and boys are affected by negative sexist advertising, then we can only hope positive, self love, athletic, accepting of self advertising will affect them in a similar way. I think the new wave of advertising is a positive thing.

  • Reply January 15, 2014


    Overall, for whatever reasons it’s being done, I think it’s better than before, when we only had one negative message. Now we also have something positive and more healthy at least. Yes there will be mixed messages in the mags. Magazines, many of which are only just surviving, have to be very careful not to upset the usually male-dominated advertisers, their main source of revenue. I can remember a few years back when a magazine had a plus size model on their cover. Many of their regular advertisers withdrew after that. I can’t remember whether that mag survived. Baby steps – at least this development is a baby step forward. We wouldn’t want to rock the boat now, would we?

  • Reply January 15, 2014


    Pretty sure marie claire has always run feminist stories and campaigns. Of all the magazines, this is probably the only one that can get away with stories and features on feminism.

  • Reply January 15, 2014


    Its just an empty marketing gimmick. They are trying to please everyone so they can draw in more advertisers, sell more mags, up adverting rates through increased circulation and then just keep perpetuating more fantastical garbage.These holidays, I was stuck for reading and bought a bundle of glossy mags to take down to the beach. It was such a shocking waste of money. NEVER AGAIN!!!!! Can you believe that in the good old Women’s Weekly there were at least 4 – 5 “articles” that seemed to decimate one’s self worth such as :
    The benefits of plastic surgery abroad
    A diet on how to Eat More and Weigh Less
    Some Hollywood Actresses Plastic Surgery Journeys….
    There was a ridiculous dozen pages devoted to “shapewear” and the woman who was modelling garments meant for chubby and or voluptuous ladies was a beanpole!!!!!
    Hilariously, there was an article on how to make your kids happy!!!!! Probably not so funny actually.
    I seriously want to see and BUY a women’s glossy that has real fashion that I can actually afford (not a Prada silk chiffon blouse for $1,400!!) with real women wearing the stuff. Chicks over 40, some skinny, some fat, some Asians, Aboriginals modelling…. writing about interesting, relevant things such as those on The Hoopla. I thought that women (40+) had a lot of buying power these days so I don’t understand why magazines and advertisers aren’t broader in representing us. Is there really NO money in it? Women’s magazines all seem to deal with fantasy and although they might have tokenistic “overcoming adversity” and “empowerment” pieces, their real stock in trade is perpetuating as much desire for stuff, for a better body, for a nicer, younger face, for a more nicely decorated home… (choose a page from a glossy mag and insert adjective noun) as possible.

  • Reply January 15, 2014

    Jo @Countrylifeexperiment

    The Dove real beauty campaign is such a load of crap. Dove is owned by the same company that sells skin whitening cream in SE asia, and the Lynx brand deodorants (which have some of the most sexist, misogynistic ads out there!).
    If they were serious about real beauty, and supporting women they wouldn’t be selling these products!

  • Reply January 15, 2014


    I have to wash my hands a lot with um, soap and water(opportunistic germs combined with chronic lung ill-health). I had a curious conversation a few months ago with a Dove customer representative. About whether the Dove beauty bar was, or was not a soap? I leave this question in your hands. Meanwhile, as advised by local pharmacists, for repairs~..Sorbolene is good for dry vulnerable skin.

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  • […] Written by Gabrielle Jackson originally published on: the Hoopla […]

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