The “Cosmetic Feminism” of L’Oréal Paris. A Study of the Representation of Mature Women from the Perspective of Femvertising

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Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data used in this study, consisting of the sample selection, ads analyzed (with analysis sheet), matches in word clouds, relationship between phase 1 and 2, are public access.

The data have been deposited in the Zenodo repository (zenodo.org/record/8128143). The dataset can be accessed through doi:10.5281/zenodo.8128143.

To ensure anonymity and confidentiality, all identifying information is labeled with “Anonymous.”

Notes

¹ “L’Oréal Paris reaffirms its commitment to empowering women around the world.” Web link to the article: www.revistabeautyprof.com/es/notices/2021/03/l-oreal-paris-reafirma-su-compromiso-de-empoderar-a-las-mujeres-de-todo-el-mundo-73671.php#.YnlZvS8lNpQ.

² Slogans used by L’Oréal throughout its history include the popular “Because I’m worth it,” used since 1971; or the slightly modified slogan for the company’s fiftieth anniversary celebration in 2009, “Because we are worth it.” The company describes its slogans with terms such as “empowerment” or “feminist values.” See www.loreal-paris.es/acerca-de-nosotros.

³ “The visibility issue:” a very special collaboration between Vogue and L’Oréal Paris. Web link to the article: www.loreal-paris.es/colaboracion-vogue-mujeres-mayores-50-anos.