The "Cosmetic Feminism" of L'Oréal Paris. A Study of the Representation of Mature Women from the Perspective of Femvertising.

The article discusses a study which analyzed the cosmetic feminism of cosmetics company L'Oreal Paris and the representation of mature women from the perspective of femvertising. Topics include the female body as a means of motivating consumption and boosting sales, representation of female old age in the advertising industry, advertising strategy of L'Oreal Paris and its link to women empowerment and gender equality as a fundamental human right, its use of diversity and minimized sexuality.