5 Brands that empower females through femvertising

What is “Femvertising”? SheKnows Media defines “femvertising” as “advertising that employs pro-female talent, messages, and imagery to empower women and girls.” This is not a new term; however, social media has made it easier than ever to spread the love for brands who support and empower women and girls.

Now that you are familiar with the term “femvertising” let’s dive into some of the brands worthy of recognizing in this “fem” category.

1. Covergirl- #Girlscan

Covergirl is femvertising to help break barriers by teaching girls that they CAN. So often we hear all of the things girls “can’t” do: girls can’t “rock, be strong. . .be funny.” The truth is that we must stop believing society telling us what we can’t be. Girls are just as capable as anyone. We can be leaders, CEO’s, athletes, comedians, and so much more!. We can be whatever and whoever we want to be. Just a few empowering women who are featured in Covergirls #GirlsCan campaign are Ellen DeGeneres, Pink, Katy Perry, and Queen Latifah. They are role models who display for young women what beauty looks like from the inside out. They also show that beauty can be different from person to person and differences should be embraced! They are courageous, confident, and charismatic. They know that #GirlsCan and WILL!

GirlsCan: Women Empowerment COVERGIRL is about discovering, encouraging whatever it is that makes a girl take up the challenge; break those barriers and turn "can't" into "can." COVERGIRL knows that with every barrier she breaks, the world gets a little more easy breezy for the next girl. - CoverGirl

2. Dove- #speakbeautiful #dove

Dove Self-Esteem Project is “Helping young people overcome body image issues and fulfill their potential by building positive body confidence and self-esteem.” In Dove’s Campaign for Real Beauty women of all shapes and sizes had the opportunity to become brand ambassadors. These unedited images of females provide a much more realistic depiction than most typical advertisements in the media. In one of Dove’s advertisements, we clearly see that the images in media are not always as perceived. Dove displays how technologies like photoshop and filters can have a dramatic impact on a female's appearance. The advertisement shows a model both before and after she is edited and the difference between the two is rather dramatic. “Images of people in the media are manipulated so dramatically these days that it can feel like ‘beauty’ is less and less attainable.” It is so important for young girls to be educated,supported, and have positive role models and mentors through such a pivotal and often challenging time in their life. Teaching girls to be empowered, poised, love themselves, and become conscious consumers of the media at a young age will ultimately help them to become more successful women in today’s society.  

Click HERE to find great resources on how to help support our youth and encourage them to be confident. 

3. Always- #LikeAGirl

Always is on a mission to “boost girls’ confidence by encouraging girls everywhere to embrace failure as fuel to build confidence & Keep Going #LikeAGirl.” Did you know that  “at puberty, 50% of girls feel paralyzed by the fear of failure”? I know that the fear of failure is sometimes still a challenge for me. We want to be so “perfect” that we are often stopped instead of becoming unstoppable. #LikeAGirl helps empower girls to realize that it is not an insult to run #LikeAGirl, fight #LikeAGirl, or throw #LikeAGirl. Being #LikeAGirl is a good thing NOT a bad thing. Empowered & Poised stands with Always to help #LikeAGirl mean amazing things.

Click HERE to find more resources that help your daughter to live #LikeAGirl

Join Always in our epic battle to keep girls' confidence high during puberty and beyond. Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty's really no picnic either, it's easy to see what a huge impact it can have on a girl's self-confidence. -Always

4. Aerie- #aeriereal

Aerie’s Share Your Spark Campaign united real girls for the launch of their sunnie bra, empowering them to love their self. Barbie Ferreria, and aerieRealGirl shared, “When I was younger I never had representation of people that I truly could relate to.” The #aeriereal campaign is a “commitment to 100% unretouched models that started in 2014 and has grown into a movement about body positivity and self-love.” Now,  females of all shapes, colors, and sizes can feel celebrated. Aerie is helping to empower females and make it known that beauty is from the inside out through femvertising. Empowered & Poised couldn’t agree more our real self really is our most beautiful self!

From Aerie designers to bloggers to social media fans, 40 #AerieREAL girls came together to ignite empowerment and share their positive vibes. Watch how it all came together! What advice do you have for other girls? Ignite empowerment and share your spark with the world! #AerieREAL -Aerie

5. Organic Valley- #organicvalley

Femvertising can be found promoting more than just female based products like pads, bras, and makeup. Organic Valley is a great and humorous example of a brand using femvertising to promote their morning shake in a light hearted manner.  In their Real Morning Report Organic Valley shares a handful of statistics that prove to society a typical woman’s morning is quite different than what social media depicts. For example, “most women do not typically wake up feeling #blessed that it's Monday again.” This ad is fun, persuading, and shares a positive message to females, reminding them not all women live a picture perfect life. We are Empowered & Poised because of the crazy and hectic things we often have to work through in our daily lives.

https://realmorningreport.com We surveyed 1000 women to find out what their mornings are really like. Turns out most mornings are officially cray. You know what 100% of professional women have time for? An organic breakfast in a bottle, with 16 grams of protein and half the day's calcium. -Organic Valley

Written by: Leah Berdysz, Empowered & Poised's CEO & Founder