Abstract

This study investigates the effectiveness of woke advertising in the Philippine beauty industry, where brands increasingly integrate social advocacy into their campaigns to appeal to socially conscious consumers. While this approach promotes inclusivity and enhances engagement, it also presents risks related to authenticity, as brands may be accused of “woke-washing,” potentially undermining consumer trust. Using a mixed-methods correlational design, the research analyzed selected campaigns from Colourette Cosmetics, GRWM Cosmetics, and Vice Cosmetics. The qualitative phase involved content analysis to identify themes of inclusivity, diversity, empowerment, and advocacy, while the quantitative phase examined TikTok engagement metrics—likes, comments, shares, and views—to evaluate audience interaction and campaign impact. Findings show that all three brands actively employ woke advertising, each emphasizing different advocacy themes: Colourette promotes body positivity and authenticity, GRWM highlights relatability and self-expression, and Vice Cosmetics foregrounds LGBTQ+ representation. Quantitative data further reveal that woke advertising generates strong consumer engagement, with Colourette’s humor-driven advocacy posts achieving the highest interaction. However, the results also caution that excessive or inconsistent use of advocacy messaging may lead to consumer skepticism when not reinforced by genuine brand practices. Overall, the study concludes that woke advertising can be an effective strategy for enhancing engagement when executed authentically and consistently, offering insights that may guide local beauty brands in balancing advocacy and authenticity to maintain consumer confidence while advancing meaningful representation.

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