Beauty in Women's Marketing: Using Simone de Beauvoir’s Ideas for Sustainable Campaigns

Abstract

Background and Aim: Beauty marketing has traditionally promoted narrow beauty standards, which can negatively affect women’s self-esteem. These campaigns often reinforce unrealistic ideals, making it difficult for many women to feel represented. This study explores how Simone de Beauvoir’s feminist philosophy can help marketers create sustainable beauty campaigns. The goal is to show how marketing can move beyond traditional beauty ideals to promote diversity and empowerment. Materials and Methods: The study uses a theoretical analysis of Simone de Beauvoir’s ideas and applies them to marketing strategies. It reviews past research on beauty stereotypes, marketing ethics, and sustainable advertising. Additionally, it examines real-world beauty campaigns to understand how brands can adopt more inclusive practices. Results: Findings suggest that applying feminist philosophy to beauty marketing can help brands create ethical and sustainable campaigns. Campaigns that embrace diversity, authenticity, and empowerment are more effective in building consumer trust and brand loyalty. Brands that challenge narrow beauty ideals contribute to positive social change by encouraging self-expression and fair representation. Conclusion: Using Simone de Beauvoir’s ideas in marketing can help brands promote fairness, self-expression, and sustainability. Ethical beauty campaigns should celebrate all forms of beauty and encourage women to define beauty on their own terms. Future research should explore how inclusive beauty marketing influences consumer behavior across different cultural contexts.