cult femininity
the history of lifestyle content, glow-up guides, femininity as a concept, and more.
The concept of selling a lifestyle dates back to the late 19th century where companies began recognizing the power of associating their products with desirable social attributes and experiences.1 It gained traction in the early 20th century, with campaigns like the 1929 “Torches of Freedom” which glamorized smoking cigarettes as a symbol of women's emancipation.2
As culture evolved, lifestyle branding became more and more sophisticated. Remember Avon? They helped pioneer the use of social networks for direct sales to tap into women's social connections for marketing. The rise of lifestyle brands in the late 20th century further solidified this tactic, with companies like Nike branding an identity that transcended their products.
The emergence of social media platforms in the 21st century allowed brands to create experiences that resonated with consumers' desires for connection and self-expression. Influencers became powerful tools for lifestyle marketing, perceived as more trustworthy and relatable than celebrities.
By presenting idealized versions of life and success, brands are able to leverage this content shared by lifestyle creators, while the creators benefit as well. A content trend that has gained traction in the last couple of years is the teachings of how to glow-up and femininity advice which promotes personal transformation and lifestyle enhancement to women.
Glow Up Guides
Femininity advice and glow-up content typically focus on enhancing physical appearance, developing feminine traits, and cultivating a more refined lifestyle. This content, specifically in video form, usually includes tips on skincare, fashion, hair care, makeup, etiquette, and personal development. It also sometimes advise women on refining their inner qualities like confidence, grace, and emotional intelligence.
These videos tend to perform well in terms of views because they present an idealized version of femininity that many women aspire to embody, creating a sense of aspiration and motivation among viewers.
Teaching Women How To Be Women
The concept of femininity being inherent or taught is a complex topic. Biologically, women possess certain physical characteristics, but the social and behavioral aspects of femininity are culturally constructed.
Let’s consider the possibility that femininity embodies the natural traits of a woman. Throughout history, women have demonstrated qualities such as protectiveness, emotional fortitude, leadership, resourcefulness, and resilience. These traits are evident in women's experiences of childbearing, enduring normalized domestic abuse without legal protection, persisting through painful monthly hormonal changes, and now balancing these challenges with professional careers—all while still maintaining lower suicide rates globally throughout history.3
Ironically, these same attributes have often been associated with masculinity. So what truly defines masculinity?
The overlap in these characteristics challenges our understanding of gender-specific traits, revealing the contradictions in these categorizations. The idea of a singular, definitive femininity oversimplifies the experiences and expressions of womanhood and ignores the individual variations in personality, preferences, and cultural backgrounds.
How I see it—to be a woman is to be feminine.
There’s nothing wrong with wanting to perfect your etiquette, maintain a specific physique, or getting lash extensions—the dilemma is when we associate specific aesthetics and lifestyle choices with the essence of femininity.
Tell Me What I Like, Tell Me Who I Am
While I understand the appeal in seeking inspiration to overcome a funk or the potential comfort this content might offer to girls lacking maternal guidance, I do find myself questioning women’s need for instruction on embodying an identity that should, in theory, be natural to who you already are.
Perhaps it’s the combination of your confidence, attitude, ambition, personal style, and unique traits that makes you an it girl. Everyone is not supposed to look the same and live the same life. And this is coming from someone whose life can sometimes look like the stereotypical mood boards.
That said, there are things I do appreciate about some of this content and the women who create it.
Regarding Personal Development
There is something quite beautiful about a woman’s desire to help other women in the ways they know how while making a career out of doing so. There is no non-capitalistic way to make a living. So while I can analyze the consumerism promoted in this type of content, it simply feels too hypocritical. Get your bag sis.
As women, we are continuously looking to self-improve, but we don’t always have the best guidance to do so in the way we would like. Finding mentorship can be difficult and not everyone has the financial privilege of higher education. In this context, the emergence of this type of women-led content aimed at empowering other women takes on a nuanced significance with room for improvement.
*blows dust off PR hat*
I think the effective approach to personal and professional development for women would focus on empowering them to leverage their unique strengths and perspectives rather than trying to fit into traditional, sometimes male-centered models of success. This would be inclusive to the diverse experiences and realistic to the challenges women may be facing, and provide tailored strategies to overcome them.
Incorporating sponsorship opportunities and connecting women with successful industry experts who can provide invaluable guidance and advocacy. Addressing work-life integration and suggesting different options for physical and mental health, acknowledging the multiple roles many women balance and understanding there’s no one size fits all lifestyle for everyone could be make for really positive feedback and a larger audience.
Practical skills like negotiation, strategic thinking, or even posing tips for content would be something I would personally tune into. This could manifest into a loyal and supportive community of women leaders, which would benefit everyone involved in a more significant way.
Thank you for subscribing. Wishing you love and abundance always <3
https://www.womenshistory.org/articles/social-marketing-internet
https://brandsandfilms.com/2015/05/the-evolution-of-branding-selling-lifestyle-and-product-placements/
https://cams-care.com/resources/educational-content/the-gender-paradox-of-suicide/?t&utm_source=perplexity