Vulva Centric Femvertising: A Case from Malaysia

There has been a rise of femvertising in recent years. Femvertising, a term coined by the lifestyle website SheKnows in 2014, is form of feminist advertising that highlights women's abilities, propagates pro-woman messages, and eradicates gender stereotypes. Femvertising is a successful business strategy in drawing consumers attention, building brand equity and enhancing sales and is influential in communicating feminist ideology to the masses. Femvertising has also drawn some important critiques. Three primary issues reported by scholars are: a) commodification of feminism woke washing by corporates; and c) promotion of post feminist ideology In this study, we set out to examine Libresse's "Know your V" campaign in Malaysia, revealing three themes: campaign's mis placed priorities, justice monism, and structuration of new forms of discrimination. In this section, we discuss the implications of our findings for theory and practice and outline directions for future re search. Our findings contribute to the theory on femvertising by high lighting the complexities and challenges of navigating diverse cultural contexts in campaigns.