oa Journal of Contemporary Management - The future is female : femvertising and attitude formation towards beauty brands

Volume 17 Number 2
  • ISSN : 1815-7440



Many beauty brands use ‘femvertising’ which has piqued the interest of South African Generation Y and Generation Z female consumers. Femvertising has been studied quantitatively; however, limited research has been conducted from a qualitative perspective, particularly within the South African context. The purpose of this study was to explore the influence of femvertising on attitude formation towards beauty brands among South African Generation Y and Generation Z female consumers. Insights on this topic are essential for marketers as Generation Y and Generation Z female consumers are becoming the largest, most powerful consumers of beauty brands.

This study was conducted using a descriptive, qualitative approach. Three group interviews were conducted, during which questions were posed about femvertising and the ‘attitude towards the advertisement’ model. The findings were analysed using deductive content analysis and indicated that femvertising does influence Generation Y and Generation Z women’s judgements about beauty advertisements, which in turn influence their beliefs, feelings and attitudes towards beauty advertisements and beauty brands. Advertisers can use femvertising to increase awareness and interest about beauty brands and stimulate positive emotions that will lead to positive attitudes towards femvertising advertisements and beauty brands.

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