Digital greenwashing and gendered eco-branding: A critical discourse analysis of AI-driven beauty marketing

This study examines the gendered aspects of green branding in the beauty industry, focusing on two global brands: The Body Shop and Garnier. Analyzing advertisements from 2021 to 2025, the research applies Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA) to explore how each brand uses language, imagery, and discourse to construct eco-friendly messages. The findings reveal that both brands position women as central figures in sustainability narratives, using gendered visuals and language to reinforce environmental responsibility. The Body Shop emphasizes empowerment and community-driven initiatives, targeting an inclusive and socially conscious audience, while Garnier employs a more conventional approach, aligning eco-friendliness with traditional beauty norms. The study highlights the ways these brands intertwine gender and green marketing, contributing to the broader discourse on gendered eco-consumerism and greenwashing. The findings also suggest implications for future research in understanding the role of gender in shaping consumer responses to green marketing in emerging markets such as Indonesia.