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

Works cited

• Berthelot-Guiet, Karine. “New Media, New Commodification, New Consumption for Older People.” International Conference on Human Aspects of IT for the Aged Population, 1 June 2018, EE.UU., Orlando, FL. Conference Presentation.
   Google Scholar
• Buñuel, Ana. “La construcción social del cuerpo de la mujer en el deporte.” Revista Res, no. 68, 1994, pp. 97–116. doi:10.2307/40183759.
   Google Scholar
• CAA (AudioVisual Council of Andalusia). “La publicidad en televisión relega a las personas mayores, que aparecen solo en un 4,3% de los anuncios.” consejoaudiovisualdeandalucia.es/2019/07/03/la-publicidad-en-television-relega-las-personas-mayores-que-ap. Accessed 10 May 2023.
   Google Scholar
• Carly, Drake, and Scott K. Radford. “Here is a Place for You/Know Your Place: Critiquing ‘Biopedagogy’ Embedded in Images of the Female Body in Fitness Advertising.” Journal of Consumer Culture, vol. 21, no. 4, 2019, pp. 800–26. doi:10.1177/1469540519876009.
   Web of Science ®Google Scholar
• Chailan, Claude. “From an Aggregate to a Brand Network: A Study of the Brand Portfolio at L’Oréal.” Journal of Marketing Management, vol. 26, no. 1–2, 2010, pp. 74–89. doi:10.1080/02672570903461130.
   Google Scholar
• Checa Godoy, Antonio. “La aparición del cuerpo humano en la publicidad.” Congreso Internacional Fundacional AE-IC, 30 Jan. 2008, Santiago de Compostela, España. Conference Presentation.
   Google Scholar
• Control Publicidad. “Vogue España y L´Oréal Paris dan visibilidad a la Generación Silver.” controlpublicidad.com/medios-publicitarios/vogue-espana-y-loreal-paris-dan-visibilidad-a-la-generacion-silver. Accessed 9 June 2023.
   Google Scholar
• De Lauretis, Teresa. Alicia ya no: feminismo, semiótica, cine. Cátedra, 1992.
   Google Scholar
• Dejmanee, Tisha. “Consumption in the City: The Turn to Interiority in Contemporary Postfeminist Television.” European Journal of Cultural Studies, vol. 19, no. 2, 2016, pp. 119–33. doi:10.1177/1367549415585555.
   Web of Science ®Google Scholar
• Descouens, Margot, and Valentine Gerbault. Generation Y’s Attitude Towards Femvertising in Cosmetics: Women Empowerment or Purplewashing? A Mono-Method Qualitative Study. 2021. Umena U, Doctoral dissertation.
   Google Scholar
• Donia, Magda, and Carol Tetrault Sirsly. “Determinants and Consequences of Employee Attributions of Corporate Social Responsibility as Substantive or Symbolic.” European Management Journal, vol. 34, no. 3, 2016, pp. 232–42. doi:10.1016/j.emj.2016.02.004.
   Web of Science ®Google Scholar
• Douglas, Mary. “Do Dogs Laugh? A Cross Cultural Approach to Body Symbolism.” Implicit Meaning: Essays in Anthropology, edited by Mary Douglas, Routledge, 1971, pp. 387–390.
   Google Scholar
• Drake, Victoria. “The Impact of Female Empowerment in Advertising (Femvertising).” Journal of Research in Marketing, vol. 7, no. 3, 2017, pp. 593–9.
   Google Scholar
• Eisend, Martin. “Older People in Advertising.” Journal of Advertising, vol. 51, no. 3, 2022, pp. 308–22. doi:10.1080/00913367.2022.2027300.
   Web of Science ®Google Scholar
• Fanjúl Peyró, Carlos, et al. “Adolescentes y culto al cuerpo: influencia de la publicidad y de Internet en la búsqueda del cuerpo masculino idealizado.” Doxa Comunicación Revista interdisciplinar de estudios de comunicación y ciencias sociales, no. 29, 2019, pp. 61–74. doi:10.31921/doxacom.n29a3.
   Google Scholar
• Fernández, Berenguel José, et al. “Los seniors en la publicidad española: tensiones entre la investigación, planificación y la representación de los mayores en los anuncios.” Interface - Comunicação, Saúde, Educação, vol. 24, no. 24, 2020, pp. 1–17. doi:10.1590/Interface.190431.
   Google Scholar
• Flymén, Cathrine. Beauty Standards: A Critical Discourse Analysis of Makeup Advertisements by Maybelline and CoverGirl. 2020. Malmö U, Doctoral dissertation.
   Google Scholar
• Foucault, Michel. La microfísica del poder. La Piqueta, 1980.
   Google Scholar
• Garrido Lora, Manuel. “Nuevos modelos de mujer en la publicidad española actual: la mujer madura.” VI Congreso Internacional de la Asociación Universitaria de Estudios de las Mujeres: Identidades Femeninas en un Mundo Plural, 22 Oct. 2009, Sevilla, España. Conference Presentation.
   Google Scholar
• Gill, Rosalind. “Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising.” Feminism & Psychology, vol. 18, no. 1, 2008, pp. 35–60. doi:10.1177/0959353507084950.
   Web of Science ®Google Scholar
• —. “Post-Postfeminism? New Feminist Visibilities in Postfeminist Times.” Feminist Media Studies, vol. 16, no. 4, 2016, pp. 610–30. doi:10.1080/14680777.2016.1193293.
   Web of Science ®Google Scholar
• Goffman, Erving. La presentación de la persona en la vida cotidiana. Amorrortur, 1987.
   Google Scholar
• Goldman, Robert, et al. “Commodity Feminism.” Critical Studies in Mass Communication, vol. 8, no. 3, 1991, pp. 333–51. doi:10.1080/15295039109366801.
   Web of Science ®Google Scholar
• Golombisky, Kim. “Closing Arguments: A Feminist Education for Advertising Students.” Feminists, Feminisms, and Advertising: Some Restrictions Apply, edited by Kim Golombisky and Peggy J. Kreshel, Lexington Books, 2017, pp. 337–368.
   Google Scholar
• Guarinos, Virginia. “La vieja radio del salón. La programación radiofónica española hecha por y para mayores de 65 años.” La isla etaria. Tercera edad y medios de comunicación, edited by Virginia Guarinos, ReaDuck, 2021, pp. 19–30.
   Google Scholar
• Hall, Stuart. Representation: Cultural Representations and Signifying Practices. Sage Publications, 2001.
   Google Scholar
• Hoad-Reddick, Kate. Pitching the Feminist Voice: A Critique of Contemporary Consumer Feminism. 2018. U of Western Ontario, Doctoral dissertation.
   Google Scholar
• Katz, Stephen. “Active and Successful Aging: Lifestyle as a Gerontological Idea.” Recherches Sociologiques et Anthropologiques, no. 44, 2013, pp. 33–49. doi:10.4000/rsa.910.
   Google Scholar
• Kohlbacher, Florian, et al. “Golden Opportunities for Silver Innovation: How Demographic Changes Give Rise to Entrepreneurial Opportunities to Meet the Needs of Older People.” Technovation, vol. 39–40, no. 39, 2015, pp. 73–82. doi:10.1016/j.technovation.2014.05.002.
   Google Scholar
• Krippendorff, Klauss. Content Analysis Methodology. Theory and Practice. Paidós, 2018.
   Google Scholar
• L’Oréal. “L’Oréal Paris e Ifema promueven la visibilidad de las mujeres mayores de 50 años.” www.loreal.com/es-es/espana/news/commitment/loreal-paris-e-ifema-promueven-la-visibilidad-de-las-mujeres-mayores-de-50-anos. Accessed 20 May 2023.
   Google Scholar
• Lazar, Michelle M. “Entitled to Consume: Postfeminist Femininity and a Culture of Post-Critique.” Discourse & Communication, vol. 3, no. 4, 2009, pp. 371–400. doi:10.1177/1750481309343872.
   Web of Science ®Google Scholar
• Le Breton, David. Antropología del cuerpo y modernidad. Nueva Visión, 2002.
   Google Scholar
• Lluch, Antoni. M. Generación Silver. Un nuevo estilo de vida, ¡ahora empieza lo mejor!. Almuzara Edición, 2020.
   Google Scholar
• Lucerga Pérez, Mª José. “Ciborgs, forenses y la axila de Sanex. El cuerpo en la sociedad mediática.” Tonos Revista electrónica de estudios filológicos, no. 7, 2004, n. pag.
   Google Scholar
• Maatla Kenalemang, Lame. “Visual Ageism and the Subtle Sexualisation of Older Celebrities in L’Oréal’s Advert Campaigns: A Multimodal Critical Discourse Analysis.” Ageing and Society, vol. 42, no. 9, 2022, pp. 2122–39. doi:10.1017/S0144686X20002019.
   Web of Science ®Google Scholar
• Mahdawi, Arwa. “Woke-Washing Brands Cash in on Social Justice. It’s Lazy and Hypocritical.” The Guardian, 10 Aug. 2018, www.theguardian.com/commentisfree/2018/aug/10/fellow-kids-woke-washingcynical-alignment-worthy-causesngcynical-alignment-worthy-causes. Accessed 9 Nov. 2023.
   Google Scholar
• Martínez Barreiro, Ana. “La construcción social del cuerpo en las sociedades contemporáneas.” Papers: Revista De Sociología, vol. 73, no. 73, 2004, pp. 127–152. doi:10.5565/rev/papers/v73n0.1111.
   Google Scholar
• McRobbie, Angela. “Post-Feminism and Popular Culture.” Feminist Media Studies, vol. 4, no. 3, 2004, pp. 255–64. doi:10.1080/1468077042000309937.
   Google Scholar
• —. ¿Puede la publicidad ser feminista? Teoría y práctica sobre femvertising. UOC, 2023.
   Google Scholar
• Menéndez Menéndez, Mª Isabel. “¿Puede la publicidad ser feminista? Ambivalencia e intereses de género en la femvertising a partir de un estudio de caso: Deliciosa Calma de Campofrío.” Revista de Estudios Sociales, no. 68, 2019, pp. 88–100. doi:10.7440/res68.2019.08.
   Google Scholar
• Mérida Donoso, José Antonio. “Estudio crítico-comparativo de anuncios desde perspectiva de género. Una propuesta didáctica en las secciones bilingües de los países del Este en clase de Ele, lengua y literatura y ciencias sociales.” Construyendo identidades desde la educación, edited by Almudena Cotán Fernández and Dykinson Katia Álvarez Díaz, 2022, pp. 332–56.
   Google Scholar
• Messias Shinoda, Luciana, et al. “Beyond Gender Stereotypes: The Missing Women in Print Advertising.” Journal of Advertising, vol. 40, no. 4, 2020, pp. 629–56. doi:10.1080/02650487.2020.1820206.
   Web of Science ®Google Scholar
• Milagro, Marta. “El poder de la marca: valores y actitudes para cambiar el mundo. Telos: cuadernos de comunicación e innovación,” 17 May 2021, telos.fundaciontelefonica.com/telos-116-asuntos-decomunicación-marta-milagro-el-poder-de-la-marca. Accessed 10 May 2023.
   Google Scholar
• Miranda Font Frías, Jesús Ronaldo, and Anell Martínez Ramírez. Efectos del distanciamiento social en la salud mental de envejecientes entre 65-75 años que residen en el sector La Agustina, durante cuarentena por COVID-19, período mayo-agosto. 2021. Distrito Nacional, Final Thesis.
   Google Scholar
• Mojekeh, Michel. O., et al. “Celebrity Endorsement and Consumer Behaviour Over Brands in Nigeria.” Advance Journal of Economics and Marketing Research, vol. 4, 2021, pp. 61–74.
   Google Scholar
• Molina Sena, Cristina, and Juan Carlos Meléndez. “Bienestar psicológico en envejecientes de la República Dominicana.” Geriátrica, vol. 22, no. 3, 2006, pp. 97–105.
   Google Scholar
• Moore, Julianne. “L’oréal Paris Age Perfecto Cell Renewal.” YouTube, Uploaded by L’Oréal Paris Puerto Rico, 16 Apr. 2015, www.youtube.com/watch?v=8r-a_JkfdYU. Accessed 16 Nov. 2023.
   Google Scholar
• Murray, Dara. “Branding ‘Real’ Social Change in Dove’s Campaign for Real Beauty.” Feminist Media Studies, vol. 13, no. 1, 2012, pp. 83–101. doi:10.1080/14680777.2011.647963.
   Google Scholar
• Pike, Molly Rose. “‘Getting Old is Not for Pussies!’ Helen Mirren and Jane Fonda Lead All-Star ‘Golden Squad’ for L’Oréal Paris – as the Beauty Giant Recruits Celebrities Over 50 to Help Change Perceptions of Ageing.” 22 July 2018, www.dailymail.co.uk/femail/article-5979679/LOr-al-Paris-launches-golden-squad-stars-50.html. Accessed 10 May 2023.
   Google Scholar
• Pounders, Kathrynn. “Are Portrayals of Female Beauty in Advertising Finally Changing?” Journal of Advertising Research, vol. 58, no. 2, 2018, pp. 138–50. doi:10.2501/JAR-2018-021.
   Web of Science ®Google Scholar
• PR Newswire. “L’Oréal Paris Champions the Role of Women in Cinema with the Launch of Its Inaugural Lights on Women Award, Recognizing a Promising Female Filmmaker.” 2 June 2021, www.prnewswire.com/es/comunicados-de-prensa/l-oreal-paris-champions-the-role-of-women-in-cinema-with-the-launch-of-its-inaugural-lights-on-women-award-recognizing-a-promising-female-filmmaker-800407348.html.
   Google Scholar
• Ramos Martínez, David. “La generación de las canas da mucho juego.” Emprendedores: Las claves de la economía y el éxito profesional, no. 286, 2021, pp. 38–42.
   Google Scholar
• Rook, Olivia. “Our Perfect Age is Now? The Persistent ‘Othering’ Older Models in Discourses of Skin Care Advertising.” Innervate Leading Student Work in English Studies, no. 8, 2016, pp. 152–60.
   Google Scholar
• Sánchez Noriega, José Luis. De la literatura al cine. Teoría y análisis de la adaptación. Paidós, 2000.
   Google Scholar
• Sanz Garrido, Begoña. “Porque nosotras lo valemos. Roles, valores y sesgo de género sobre las mujeres mayores en la publicidad televisiva.” Revista estudios sobre el mensaje periodístico, vol. 28, no. 1, 2022, pp. 621–37. doi:10.5209/esmp.76674.
   Google Scholar
• Sengès, Eloise, et al. “Desired Ageing Well: Predictive Validity for Consumers Aged 50–80.” Recherche Et Applications En Marketing, no. 1, 2019, pp. 2–27. doi:10.1177/2051570718818270.
   Google Scholar
• “SheKnows Media to Reveal New Research on #femvertising and Announce Winners of the 2016 #femvertising Awards at Advertising Week 2016.” 21 Sept. 2016, www.techmindresearch.org/index.php/jorm/article/view/718/483. Accessed15 Nov. 2023.
   Google Scholar
• Sobande, Francesca. “Woke-Washing: ‘Intersectional’ Femvertising and Branding ‘Woke’ Bravery.” European Journal of Marketing, vol. 54, no. 11, 2019, pp. 2723–45. doi:10.1108/EJM-02-2019-0134.
   Web of Science ®Google Scholar
• Statista L’Oréal. “Brand Value of the Personal Care Brands Worldwide in 2021 (In Millions U.S Dollars).” 2021, www.es.statista.com. Accessed 16 Nov. 2023.
   Google Scholar
• Sterbenk, Yvette, et al. “Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality.” Journal of Business Ethics, vol. 177, no. 3, 2022, pp. 491–505. doi:10.1007/s10551-021-04755-x.
   Web of Science ®Google Scholar
• Sunny Tsai, Wan-Hsiu, et al. “En-Gendering Power and Empowerment in Advertising: A Content Analysis.” Journal of Current Issues & Research in Advertising, vol. 42, no. 1, 2019, pp. 19–33. doi:10.1080/10641734.2019.1687057.
   Web of Science ®Google Scholar
• Susanto, Putu Chris. “The Subtle Use of Connotation and Symbolism in the Advertising of True Match by L’Oréal.” Eleventh Conference on English Studies, 5 Nov. 2014, UNIKA Atma Jaya Jakarta, Conference Presentation.
   Google Scholar
• Tardivo, Giuliano, et al. “Los roles de género en la publicidad de los productos de limpieza: El caso de los anuncios de Don Limpio.” Zer Revista de estudios de comunicación, vol. 27, no. 52, 2022, pp. 135–53. doi:10.1387/zer.23126.
   Google Scholar
• Toffoletti, Kim, and Holli Thorpe. “Female Athletes’ Self-Representation on Social Media: A Feminist Analysis of Neoliberal Marketing Strategies in ‘Economies of Visibility’.” Feminism & Psychology, vol. 28, no. 1, 2018, pp. 11–31. doi:10.1177/0959353517726705.
   Web of Science ®Google Scholar
• Turner, Bryan. “El cuerpo y la sociedad: Exploraciones en la teoría social.” Fondo de Cultura Económica, 1989.
   Google Scholar
• Twigg, Julia. “Fashion, the Media and Age: How Women’s Magazines Use Fashion to Negotiate Age Identities.” European Journal of Cultural Studies, no. 21, 2018, pp. 334–48. doi:10.1177/1367549417708432.
   Google Scholar
• United Nations. World Population Ageing 2019.
   Google Scholar
• Varghese, Neema, and Navin Kumar. “Feminism in Advertising: Irony or Revolution? A Critical Review of Femvertising.” Feminist Media Studies, vol. 22, no. 2, 2020, pp. 441–59. doi:10.1080/14680777.2020.1825510.
   Web of Science ®Google Scholar
• Vaz de Carvalho, Carlos, et al. “Overcoming the Silver Generation Digital Gap.” Journal of Universal Computer Science, vol. 25, 2019, pp. 1625–43.
   Web of Science ®Google Scholar
• Venegas Ayala, Karina, and Mónica González Ramírez. “Influencias sociales en un modelo de insatisfacción personal, preocupación por el peso y malestar corporal en mujeres mexicanas.” Acta Colombiana de Psicología, vol. 23, no. 1, 2020, pp. 7–27. doi:10.14718/ACP.2020.23.1.2.
   Google Scholar
• Windels, Kasey, et al. “Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses.” Journal of Advertising, vol. 49, no. 1, 2020, pp.18–33. doi:10.1080/00913367.2019.1681035.
   Web of Science ®Google Scholar
• Withisuphakorn, Pradit, et al. “Sustainable Development in Practice: Case Study of L’Oréal.” Journal of Business & Retail Management Research, no. 13, 2019, pp. 35–46. doi:10.24052/JBRMR/V13ISSP/ART-4.
   Google Scholar
• Wong, Donna, et al. “Gamified Money: Exploring the Effectiveness of Gamification in Mobile Payment Adoption Among the Silver Generation in China.” Information Technology & People, vol. 35, no. 1, 2021, pp. 281–315. doi:10.1108/ITP-09-2019-0456.
   Web of Science ®Google Scholar
• Ylänne, Virpi. Representation of Ageing in the Media. Routledge, 2015.
   Google Scholar
• Zeisler, Andi. We Were Feminists Once: From Riot Grrrl to Cover Girl, the Buying and Selling of a Political Movement. Affairs, 2016.
   Google Scholar