Conclusion

 

The different feminine wash products that the group has presented and analyzed make use of the color pink to denote femininity. The employment of this color suggests that these products are being marketed towards female consumers, with their packaging that often comes in a light shade of pink (which is also present in their advertisements) thus indicating femininity, cleanliness and purity. While some products are advertised and packaged with darker shades of pink and different colors such as yellow and violet, this strategy of making use of different colors serves as a distinction between variants of feminine wash products, and provides female consumers sense of empowerment. By introducing new colors of the product, it can be inferred that women are no longer confined to a singular strand of identity. The use of different colors thus highlight the women's individuality and power of choice.

Aside from merely indicating femininity, the brands that have been examined seem to use pink to embrace a post-feminist feminine identity. In the ads presented, women are no longer portrayed as individuals exhibiting traditional values such as being domesticated and dependent and performing traditional roles of being a wife or mother. Women are represented as independent, fun, fearless and capable of making choices for themselves. Women are presented as "working girls" who are able to exercise their right to participate in the public sphere. Moreover, the fact that there are numerous variants and brands of feminine wash to choose from highlights women's needs and their power to make a choice and to participate in the economy.