(dis)Authenticating Inclusive Advertising - Consumer Interpretations of Inclusive Advertising in the Hair Removal Industry

Abstract

This study explores how inclusive advertising is constructed and interpreted within the hair removal industry, and how consumers engage in the process of (dis)authenticating these efforts. Focusing on the case of Estrid, a brand known for its inclusive and body-positive advertisements, the study combines a critical discourse analysis of advertising materials with qualitative interviews. The findings show that the authenticity of inclusive advertising is not a fixed trait, but rather a dynamic and co-created process shaped by consumer interpretation and broader cultural discourses. To capture this process, the study introduces the concept of (dis)authenticating inclusive advertising, which describes how consumers actively assess the authenticity of brands’ inclusivity efforts. A key contribution is the development of a conceptual model outlining five distinct consumer interpretive roles; the Sceptical Inspector, Ethical Evaluator, Consistency Checker, Strategic Idealist, and Dis-Authenticator, each connected to different outcomes: Authentication, Strategic Acceptance, or Dis- Authentication. These roles illustrate the varied ways consumers interpret inclusive advertising. The study contributes to research by offering a framework for understanding how inclusive advertising is interpreted and how authenticity is negotiated in practice. From a practical perspective, it underscores the importance of consistency, transparency, and ethical alignment in how brands communicate inclusivity.