Empowering Narratives or Marketing Strategy? SOCIAL Media Discourses on Femvertising in Nigeria: Joy Soap’s “MY Life, MY Script” Campaign

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Key Points

This research aims to explore the narratives surrounding the femvertising campaign by Joy Soap and its implications for beauty standards in Nigeria.
Qualitative analysis of social media discourses
Examination of public responses to Joy Soap's 'MY Life, MY Script' campaign
Comparative review of marketing strategies in the beauty industry
Identified positive shifts in self-image among respondents engaging with the campaign
Noted resistance against traditional Eurocentric beauty standards among Nigerian audiences
Revealed potential marketing effectiveness linked to empowering messages in femvertising

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Examines effects of Joy Soap's femvertising campaign on beauty perceptions in Nigeria, suggesting impact on self-image.

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Oare Danielle Addeh (2026) studied this question.

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