I can’t fault brands for keeping the spotlight on these important cultural issues, but many ads employing female-empowering messages, especially the beauty brands, seem to be simply couching their backward-thinking messages in new packaging. For example, Pantene’s “Not Sorry” ad, which has over 13 million views on YouTube, tells women to stop apologizing, assert their strength, and refuse to downplay their opinions and expertise—a meaningful and important message. But it all comes back to beauty, as the description of the ad explains, “When you’re strong on the inside, you shine on the outside. And that’s a beautiful thing.” Along the same lines, Dove’s “Movement for Self-Esteem” seemed to be singularly based on helping young girls boost confidence by making them “feel beautiful”: the brand supported its program with a survey concluding that only 4 percent of women worldwide considered themselves beautiful and, of the 1,200 girls ages 10-17 in the survey, about 11 percent of girls felt comfortable using the word beautiful to describe their appearances. I’m inclined to say “So what? What percent of those girls would use the word smart, fierce, talented, etc, to describe themselves? That seems like a more important measurement of their confidence.”

My point is this: Dove and Pantene continue to equate the pursuit of beauty with the pursuit of happiness and confidence, making a direct connection with exterior appearances and interior fulfillment. According to their ads, “looking confident” and “feeling beautiful” are really half the battle. A woman’s appearance is still a critical component of her strength and authority, and there’s nothing empowering about that message.

What is your latest shoe storage idea? 

What is your latest shoe storage idea? 

Need a posting member who has a lot of free time and loves DIY

Dear people, I’m trying to run this blog for all of you guys who love DIY and shoes but due to my new work I won’t be able to post often and therefore I’m looking for few posting buddies who would like to help me out with keeping this blog alive. We have more than 800 fans so if any of you guys are interested just contact me please.

-Julie