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August 8, 2025Revista de Administração da UFSMOpen Access

“Beauty that reflects who we are”: femvertising in Avon campaigns

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Authors

NFNatália Gomes FrotaEBElane dos Santos Silva BarrosoLSLaíse Do Nascimento Silva

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Overview

Qualitative analysis reveals femvertising influences consumer identity in advertising, suggesting effective branding strategies.

Key Points

  • Femvertising campaigns showcased diverse female representations, resonating with consumers' identities and experiences.
  • Participants noted that Avon's use of relatable characteristics significantly differentiates the brand in advertisements.
  • Qualitative research involving focus groups revealed insights into consumer perceptions towards femvertising in marketing.
  • Understanding feelings towards advertising can help brands tailor messages that better align with female consumers' expectations.

Cite This Study

Frota et al. (2025) studied this question.

synapsesocial.com/papers/68af2690cf1dd9ea359e2016https://doi.org/10.5902/1983465990778
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Also Consider

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  1. 1Assessing the Predictive Influences of Symbols in Femvertising on Consumption Behavior2025
  2. 2Diversity in Femvertising: An Experimental Investigation2025 · 7 citations
  3. 3REPRESENTATION OF WOMEN IN ADVERTISING ON CONSUMER PURCHASE DECISIONS THROUGH BRAND IMAGE IN BEAUTY PRODUCTS2025
  4. 4The influence of cosmetic advertisements on women's purchasing trends2025
  5. 5A Study on the Marketing Strategies of Feminist Advertising in Domestic Brands: A Case Study of Ubras2025