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The advertising industry has received countless criticisms over the years because of the unattainable beauty standards it imposes on consumers around the world, primarily women, who according to thousands of advertisements in history have the mission to always look good, watch your weight, and do everything possible to be attractive to the opposite sex. However, despite the constant fight against stereotypes and the strong voices that have been raised to support it , brands do not seem to leave this message aside completely. Is there still a need for a greater culture of empowerment? To answer that question, Hanna Kozlowska has divided brands' marketing efforts into two major strategic trends, the first of which is based on the word "empowerment" and the second has its origin in "inadequacy", which is why it seeks propose aspirational models created from what consumers come to consider imperfect. Of course, this latest trend has become a cycle that seems to have no end, since these same aspirational models constantly feed back women's dissatisfaction with their bodies in order to compensate for them later.

Now that consumers Phone Number List have discovered the mess and blame advertising, the entertainment industry and the media in general for creating exclusive and completely unattainable stereotypes of beauty by abusing image editing and other tools, the conversation has radically changed and begins to focus on empowerment. In this way, brands have begun to put aspirational material aside, celebrating the beauty of women from their imperfections and constantly reminding them that they have the power to win the fight against stereotypes and overcome their nonconformities. In this sense, Kozlowska highlights the "I will what I want" campaign launched by Under Armor with the help of dancer Misty Coperland, in which a young woman is rejected from a ballet academy due to a series of physical characteristics listed in the notification letter. Although of course this engagement marketing trend could also be exemplified with many other campaigns. While empowerment marketing is a big step in creating a new perception of beauty and a gender-equal culture, it is also a constant reminder that there is still a long way to go. So, perhaps one day it will not be necessary to choose between beauty and empowerment, and brands will have to start creating messages aimed at women with greater confidence in both their bodies and their abilities.



Why are social campaigns succeeding?In recent months we have seen that several companies have been successful in approaching social marketing . Advertising and marketing have always sought to reach the feelings of consumers, and today that means demonstrating that the company cares about certain issues that are also relevant to its audience, be they health, empowerment or the well-being of society in general. general. In a recent article for The Guardian, journalist Oliver Balch suggests that one reason why companies are creating this type of messages is that they can go viral on the Internet very quickly: "messages on the web can reach sectors that advertising on the internet it cannot - in terms of both reach and credibility. And they can also be much cheaper. Furthermore, he adds that these types of stories that have more meaning should be told in a little more time than a television commercial usually lasts. Indeed, achieving a phenomenon like the recent LikeaGirl spot by Always or the already very famous Beauty Scketches by Dove , which have 37 and 64 million views on YouTube respectively, would be very difficult using traditional means. Even Nike , a company that has always used its commercials to inspire, in recent years is taking advantage of the potential of the Internet to tell even more intimate stories.
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