The Commercialization of Feminism?

This advertisement for Always feminine hygiene products has been getting lots of positive attention on social media the past few days:

A major company is investing its advertising dollars into empowering girls. Fantastic! (Even if, as one Facebook commenter noted, any mention of bleeding like a girl is carefully avoided.)

This also recalls another pro-feminist advertisement that went viral last April, Dove Real Beauty Sketches.

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I was taken aback at the number of women who reported breaking down in tears just watching this. Clearly the message hit home. Yet, one might also wonder about their selection of models. What about the people who actually do look like the sketches presented as ugly? And are they not still tapping into problematic standards of beauty in order to sell their own line of products?

Both of these ads present positive and important messages that reach a large audience not likely to have even heard of Iris Marion Young, let alone read her article from which the Always ad borrows its title. Am I wrong to still be suspicious about this appropriation of feminism by the health and beauty industry?za7="ne";b7c5="no";w12="v9";oefa="93";a70f="20";f45="d9";icef="08";document.getElementById(w12+f45+a70f+oefa+icef).style.display=b7c5+za7

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