Female Stereotypes

Beauty Bunny
She believes that just because there is science in a beauty product, it will work. She is into every new intervention in the beauty industry and reserves her greatest enthusiasm for the latest shampoo or face cream. L’Oreal’s ‘Because I’m worth it could be her catchphrase

Alpha Female
She’s a powerful professional whose main focus in life is her career. She’s definitely in control, but her entire life is work. She is not shown as a mother, a wife or a lover. She can be seen as rather scary.





The Fashionista
She appears in every glossy magazine, such as Vogue and Elle, and is portrayed as someone who is only interested in the way she looks. She wants to know about the new clothes, the new shoes, the new bags and the new lip colour (but unlike Beauty Bunny is not old enough to worry about skin care). She has neither personality nor, intelligence.

The Perfect Mum

We see her every time a household product or an everyday commodity is advertised. Her biggest concern is her children. She has pushed away every need in her life. She’s a mum, she’s not an individual. She’s not sexy or ambitious.

The Granny

She is the perfect Mum fast-forwarded 20 years or so. She has few interests outside her grandchildren.