Frist to present was A/P Michelle Lazar on the topic of ‘”Power Femininity” and Beauty Advertising’. Using examples drawn form contemporary advertising Prof Lazar showed how ‘power femininity’ is part of a global post-feminist discourse which appropriates the language of emancipation and empowerment to seduce women into consuming beauty products and services. Four particular tropes identified through the language employed in the ads were ’empowered beauty’, ‘knowledge as power’, ‘agentive power’ and ‘sexual power’. Despite the promises of this new actualization, the images used are still structurally hierarchical where the women depicted are all traditionally beautiful, young, slender and heterosexual