Creative critique from a gender lens: 15-19 May

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

whatsapp 0 whatsapp 0 Facebook 0 Tweet 0 linkedin 0

Creative critique from a gender lens: 15-19 May

What worked

Estee Lauder

Estee Lauder's powerful ad with the tagline 'my shade, my story' revolves around celebrating the unique beauty found in individuals across different gender identities, body shapes, and ages. Estee Lauder recognises that true beauty knows no boundaries and aims to inspire viewers, particularly girls and women, to accept and embrace themselves. By showcasing a diverse group of influencers, Manushi Chhillar, Shraddha Gurung, Masoom Minawala, Manjari Varde, Shantanu Dhope, and Sobia Ameen - the brand effectively communicates its commitment to inclusion and diversity.

The use of social media influencers from various backgrounds significantly amplifies the ad's impact. It sends a clear message that beauty is not confined to a singular definition. This empowering message resonates with audiences, especially with girls and women who often face unrealistic beauty standards

Gender Sensitivity Score: 4.25/5

The Body Shop

The ad effectively captures the essence of societal transformation through the lens of individuals committed to bringing about change. This ad resonates with viewers who recognise the need to challenge the prevailing social norms and dream of a brighter future.

By showcasing the struggles and triumphs of inspirational change-makers, the advertisement encourages viewers to find the courage within themselves to dream and take action.

In a refreshing departure from convention, the ad selects non-traditional achievers from various industries, such as films, sports, and aviation. By featuring individuals who have defied expectations and forged their paths in male-dominated fields, the advertisement empowers viewers to break free from societal constraints and pursue their aspirations. It sends a powerful message that change is not only possible but also necessary.

GSS: 4.25/5

Licious