The purpose of this study is to examine, based on a qualitative semiotic image analysis, how feminist aspects are used by companies for commercial purposes. The starting point for the study is a critical feminist perspective with a theoretical background in the complex discussions about postfeminism, commodified feminism, femwashing and femvertising. Of which an in-depth study of postfeminist discussions of individualism, girl power and empowerment. The study will examine the razor blade company Estrid's two campaigns: Shave and misbehave (2019) and Save. Shave. Whatever (2020). The aim of the study is that in a tripartite analysis consisting of; body hair, shaving and the environment show how today's neoliberal society often uses political and social issues for a capitalist and commercial purpose. Based on the campaigns, analyze how Estrid portrays women, body hair and feminism in relation to their products.

The result that emerged from the analysis showed that Estrid strives to break stereotypes and express feminist values within its brand strategy. This is because it repeatedly shows normalization around body hair. The conclusion also showed that as a brand, it is difficult to produce a genuine brand strategy, with feminsit values. Estrid's focus on feminist statements in their campaigns is influenced by postfeminist discussions, with messages such as individualism and empowerment, where new expectations of women are created instead of focusing on criticizing gender structural inequalities.