Ces derniers temps, nous pouvons voir apparaître de plus en plus de campagnes de pub visant à promouvoir la femme et changer son image de femme au foyer/demoiselle en détresse/être faible et sans défense/fanatique de la couleur rose et des fleurs/femme-objet (rayez la mention inutile… Ah non tout a été fait). Cette croissance des marques féministes représente-t-elle un réel engagement de la part des marques ou un simple opportunisme marketing ? Gnitekram a mené l’enquête…
Commençons par le commencement (« tu vas pas commencer par la fin, descendons en bas et montons en haut », ouiiiii bon ça va). Encore aujourd’hui, partout dans le monde on observe des inégalités fortes entre hommes et femmes, que ce soit au niveau de leurs droits, de leur rémunération ou tout simplement leur représentation dans les films ou les concours etc. La femme, que ce soit dans l’histoire, la société, les films et évidemment les pubs, a rarement eu un rôle très flatteur et a souvent été peu considérée comme l’égal de l’homme (le mâââle). Aujourd’hui ce qui nous intéresse c’est les pubs et comment les marques tendent à être un peu plus féministes. Pour tous ceux qui roulent des yeux à la vue du mot « féministe », pour petit rappel, le féminisme vise à atteindre l’égalité entre l’homme et la femme, que ce soit au niveau politique, culturel, économique, social, juridique et tutti quanti. Ce n’est pas une domination, alors les copains vous en faîtes pas, on ne veut pas vous promener en laisse, ni vous soumettre, on veut juste être traitées pareil, d’égal à égal, the same, lo mismo. Tu saisis ?
Bref, avant dans les pubs les femmes avaient toujours un peu les mêmes rôles : la popote, le ménage, la maman poule, la nunuche, celle qui sait pas ouvrir son bocal de cornichons, la femme « fatale » ou sinon juste la belle plante qui nous servait à vendre nos produits (des fois c’était bien on mettait même pas sa tête, parce que juste ses seins ou ses fesses ça suffisait, à quoi bon la considérer?). Enfin je dis avant, mais en fait c’est faux, on est encore loin d’avoir abandonner certains de ces clichés, on les a juste un peu atténués (et encore). Mais là je parle, je parle, mais je sens que tu as besoin d’exemples concrets, rien que pour toi une petite vidéo :
On voit donc une belle évolution au fil des années de l’image de la femme n’est-ce pas ? Heureusement ces derniers temps plusieurs marques ont tenté de changer cette image négative et réductrice de la femme. Rien que pour toi, on a concocté un petit TOP 5 de nos campagnes publicitaires préférées mettant la femme à l’honneur et tentant d’effacer les tabous qui lui sont associés (comme les règles, les poils ou la cellulite) :
5. Always : #CommeUneFille
Alors ok, on voit bien l’univers marketing, avec la musique douce, le décor bien planté et le scénario bien ficelé, mais la problématique reste là. Quand on est une petite fille, dès notre plus jeune âge on subit de nombreux stéréotypes via les pubs, les films et même de la part de notre entourage, une petite fille c’est censée être douce, fragile et ça ne prend pas de risques. On court « comme des filles », on se bat « comme des filles », on lance « comme des filles »… Always dans sa campagne de pubs #CommeUneFille composée de 19 spots au total, met en lumière cette problématique où on enferme peu à peu les petites filles dans des schémas prédéfinis qui à termes leur font perdre confiance en elles. Au travers des ces vidéos, la marque de serviettes hygiéniques incite les petites filles mais aussi les femmes à reprendre confiance en elles, à ne rien lâcher, à persévérer quoi que leur entourage leur dise et rien que pour la beauté et l’importance de ces messages, l’intérêt marketing en vaut la peine.
4. Nana : « Les règles c’est normal, les montrer devrait l’être aussi »
Que tu sois un homme ou une femme, tu as déjà vu une pub pour des serviettes hygiéniques ou des tampons à la télé, sur ton ordinateur ou ton smartphone. Dans ces pubs qui traitent d’un graaaand tabou de l’humanité, les règles (dixit le cycle menstruel où chaque mois quand tu es une fille, tu as du sang qui s’écoule par ton vagin, et c’est totalement naturel mais chut il faut pas en parler), on ne voit jamais du sang rouge mais un liquide bleu qui est délicatement posé sur la serviette. Bah oui parce que le sang c’est bleu. Ici Nana porte sa culotte et ose pour la première fois présenter des règles ROUGES. Aussi anodin que cela puisse paraître, oser faire ça, c’est participer à diminuer le tabou des règles qui est encore bien puissant dans notre société, même si on voit de plus en plus de personnes tenter d’abolir cette gène autour des menstruations comme Jack Parker et son livre sur le grand mystère des règles. Alors oui, c’est peut-être un peu précipité d’intégrer Nana dans le groupe des marques féministes, mais ça reste quand même un pas vers la banalisation des règles et nous on valide.
3. GoldieBlox, la marque de jouet féministe
GoldieBlox c’est une société de médias et un fabricant de jeux de construction pour enfants qui assume à 100% être une marque féministe et défier les stéréotypes de genre avec le premier personnage d’ingénieure au monde. La marque, créée par une femme ingénieure, s’oppose clairement dans sa pub aux stéréotypes de la petite fille passionnée par ses barbies, son vélo rose et son poupon vêtu lui aussi tout de rose. On y voit des petites filles bricoleuses et pleines de ressources qui envoie valser tous les jouets stéréotypés associés à leur genre en créant une incroyable machine à filer digne des esprits les plus vifs. Finalement la pub se conclue avec le slogan « Toys for future Engineers » avec uniquement des filles sur le packaging habillées en ingénieures. La marque se positionne donc clairement parmi les marques féministes.
2. Gillette et sa pub « The Best Men Can Be »
« Les garçons qui regardent aujourd’hui sont les hommes de demain. » Autant être honnête, cette pub n’a pas fait l’unanimité auprès de la gente masculine (car jugée trop moralisatrice pour certains) et c’était le but recherché pour Gillette. En dérangeant, en bousculant les codes établis, la marque de rasoirs a provoqué le débat et a gagné en visibilité. Quand on sait que les parts de marché sont en déclin, on voit effectivement l’intérêt marketing derrière cette pub. Mais ce serait dommage de ne pas écouter le message sous prétexte qu’il existe un argument commercial derrière ça, car le fond de ce dernier est on ne peut plus intéressant. Au travers de sa pub, Gillette illustre la masculinité d’aujourd’hui et les problèmes qui en découlent : des garçons qui se battent, qui retiennent leur sentiments parce que « c’est la hoooonte » et une banalisation du harcèlement sexuel. Et tout ça on l’accepte parce que « les garçons sont comme ça ». Sauf que non. Gillette, dans cette pub prend le problème à bras le corps en montrant des papas qui s’interposent dans les bagarres, des hommes qui réagissent aux comportements déplacés de leurs potes ou encore des papas qui s’occupent de leur petite fille. On y voit des hommes qui montrent l’exemple car « les petits garçons qui regardent aujourd’hui seront les hommes de demain« . Avec cette phrase, Gillette incite ses consommateurs masculins à montrer le bon exemple aux plus jeunes, car c’est en observant leurs aînés, souvent leurs modèles, qu’ils acquiert certains comportements et deviennent ainsi des hommes meilleurs. Ou non. Même si le féminisme est plus difficile à cerner, Gillette, en promouvant des comportements à l’encontre du harcèlement sexuel envers les femmes, rejoint les rang des marques féministes. Pour cette pub pleine d’espoir pour un avenir meilleur, merci.
1. Billie, la marque de rasoirs qui aime les poils.
Pour la première fois, une marque de rasoirs américaine montre les poils des femmes dans sa campagne #ProjectBodyHair. Dans cette pub, qui sonne comme une apologie du poil, on découvre des femmes POILUES, poilues des aisselles, des jambes, du maillot, des orteils, du ventre et même du sourcil. Ça paraît un peu incroyable quand en France, on voit encore exclusivement des filles avec des jambes plus lisses que les fesses d’un bébé se passer un rasoir ou une bande de cire dessus comme si c’était une réelle partie de plaisir (Spoiler Alert : ça l’est pas). Mais outre des femmes avec une pilosité plus ou moins variable, on voit des femmes qui s’assument, qui n’ont pas honte de leurs poils. La marque tout au long de la vidéo diffuse un message positif et rassurant : « Des poils, tout le monde en a. Même les femmes. Les gens prétendent qu’ils n’existent pas. Mais si. » Le tout donc, accompagné d’images de femmes à poils (tu l’as?) s’assumant, se rasant, ou non. Évidemment, Billie restant une marque de rasoirs, elle rappelle, à la fin et toujours sur le même ton que « toutefois, si jamais tu veux te raser, nous serons là« . Si le marketing et l’envie de vendre ses rasoirs est toujours là, Billie le fait de manière douce, en rappelant que le choix de se raser ou non n’appartient qu’aux femmes et qu’elles sont libres de garder leurs poils ou non, sans aucune obligation. En ce moment c’est l’hiver et il fait froid, et avouons le, on a toutes un peu la flemme, alors pour l’amour du poil, on valide cette pub et on dit merci Billie.
Et toi mon petit loup, qu’est-ce que tu penses de tout ça ? Est-ce que l’aspect marketing derrière ces beaux messages te répugne ou tu vois quand même un beau pas en avant pour la femme et le changement des mentalités ? Dis moi tout en commentaire.
(Si cet article t’as plu, n’hésite pas à jeter un œil sur mes autres articles où je te parle du Hellfest ou du nudge pour attacher sa ceinture).
Juliette M.
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