Journal
More Than Just A Makeup: Analyzing The Woke Advertising Components in 3 Local Cosmetic Products
Abstract
Woke advertising has become a strategic approach in the beauty industry, where brands incorporate social advocacy into campaigns to connect with socially conscious consumers. While effective in fostering inclusivity and consumer engagement, this approach also raises concerns about authenticity, with brands risking accusations of “woke-washing” that may damage trust. This study investigates the effectiveness of woke advertising in the Philippine beauty industry, focusing on three local brands: Colourette Cosmetics, GRWM Cosmetics, and Vice Cosmetics.
A mixed-methods correlational design was employed. The qualitative component consisted of content analysis of selected campaigns to identify recurring themes of inclusivity, diversity, and advocacy. The quantitative component analyzed TikTok engagement metrics—likes, comments, shares, and views—to assess audience interaction and campaign performance.
Findings reveal that all three brands actively employ woke advertising through themes of gender inclusivity, empowerment, and representation. Colourette highlights body positivity and authenticity, GRWM focuses on self-expression and relatability, while Vice Cosmetics emphasizes LGBTQ+ visibility. Quantitative results show strong engagement across campaigns, particularly on TikTok, with Colourette’s humor-driven advocacy posts generating the highest interaction. However, the analysis also indicates that excessive reliance on advocacy risks consumer skepticism if not matched by consistent brand practices.
This study concludes that woke advertising can significantly enhance consumer engagement when executed authentically and consistently. It contributes to the discourse on purpose-driven marketing in the Philippine context by demonstrating both the potential and pitfalls of social advocacy in beauty advertising. Insights from this research may guide local brands in balancing advocacy and authenticity to maintain consumer confidence while advancing inclusive representation.
A mixed-methods correlational design was employed. The qualitative component consisted of content analysis of selected campaigns to identify recurring themes of inclusivity, diversity, and advocacy. The quantitative component analyzed TikTok engagement metrics—likes, comments, shares, and views—to assess audience interaction and campaign performance.
Findings reveal that all three brands actively employ woke advertising through themes of gender inclusivity, empowerment, and representation. Colourette highlights body positivity and authenticity, GRWM focuses on self-expression and relatability, while Vice Cosmetics emphasizes LGBTQ+ visibility. Quantitative results show strong engagement across campaigns, particularly on TikTok, with Colourette’s humor-driven advocacy posts generating the highest interaction. However, the analysis also indicates that excessive reliance on advocacy risks consumer skepticism if not matched by consistent brand practices.
This study concludes that woke advertising can significantly enhance consumer engagement when executed authentically and consistently. It contributes to the discourse on purpose-driven marketing in the Philippine context by demonstrating both the potential and pitfalls of social advocacy in beauty advertising. Insights from this research may guide local brands in balancing advocacy and authenticity to maintain consumer confidence while advancing inclusive representation.
Keywords
Woke
Advertising
Customer Engagement
Inclusivity
Themes
