Companies using feminist rhetoric to appeal to female consumers without including women in positions of power or paying them equally utilize feminism solely for marketing. While these advertisements may feel empowering, they often still promote a heteronormative way of being a woman. Silky smooth empowerment focuses on the product and its lack of connection to the target market. These advertisements focus on reaching women in their insecurities, attempting to move them and ending in the sale of the product as if it can somehow empower them. Silky smooth hopes to remind the viewer of the farce these companies sell us.
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