The Influence of Gender Equality Movements on Marketing Campaigns and Advertisements in the Beauty Industry: An Empirical Study of Iranian and Italian Brands

Abstract

In recent decades, new movements for gender equality and an increasing focus on sustainability have led to crucial changes in the marketing campaigns and advertising of various brands in different industries. For many years, advertising and marketing strategies have helped companies sell their products, increase revenue, and shape and reinforce cultural norms and gender stereotypes. Among all industries, gender equality in the beauty industry has always been controversial, as this sector is directly related to society's perception of beauty. Although some brands have had to adapt to the new gender equality trends and shift their strategies to maintain their market position, others have used this matter as a competitive advantage that has differentiated their brand image. Nevertheless, there are conflicting views and an overall need for more research regarding how these changes affect marketing strategies and advertising channels in developing countries, where there are more obstacles to overcome because of political regulations and different social norms. Besides, most studies have focused on the effects of the gender justice movements on the workplace, and the influences on the marketplace have been less studied. Through two empirical investigations, this thesis explores these effects and assesses the contribution of social media networks and brand-related activities to raising public awareness of gender rights. First, choosing Iran and Italy as the case studies, four beauty brands from each country will be selected to be investigated and compared in terms of the new marketing methods and advertisement techniques they have employed on their Instagram accounts to align with contemporary movements. Secondly, an interview will be conducted with six Iranian and six Italian women (from generations Y and Z). It will analyze how the brand's activities and attention to the social movements on their social media networks influence people's buying behavior and perception of the brands and make them more aware of gender rights. Finally, the study tries to fill the gap by making a connection between the literature reviews, case study data, and interview results.