Mengzhen Lu1, Mocheng Lin2,*
1Beijing Normal–Hong Kong Baptist University, Zhuhai 519000, Guangdong, China.
2School of Foreign Languages, Fuzhou University of International Studies and Trade, Fuzhou 350200, Fujian, China.
*Corresponding author: Mocheng Lin
This research was supported by the following projects: Annual Project of the Fujian Provincial Social Science Foundation (Grant No. FJ2025C106), funded by the Fujian Federation of Social Sciences. Fuzhou Social Science Planning Project (Grant No. 2025FZY269), funded by the Fuzhou Federation of Social Sciences. Fujian Provincial Education System Philosophy and Social Science Research Project (Grant No. JSZW23040), funded by the Fujian Provincial Department of Education.
Abstract
In an era when linguistic choices increasingly shape corporate reputation, translation has become a critical site where gender ideologies are negotiated. This study examines how feminist translation theory can inform intercultural brand communication, using the 2025 Schwarzkopf “virgin hair” controversy as a focal case. The incident—where “virgin hair” was mistranslated as “处女发质” (“virgin hair quality”) instead of the industry-standard “原生发质” (“natural hair”)—revealed how literal translation devoid of cultural and gender sensitivity can trigger perceived discrimination and erode brand trust. Drawing on feminist translation theory, gaze theory, perceived discrimination theory, and femvertising, the research develops an integrated analytical framework that traces the pathway from textual representation to consumer psychology and market performance. Through comparative case studies of both failed and successful translations, such as Schwarzkopf and Always, the paper elucidates how feminist translation strategies—supplementing, annotating, and creative rewriting—can transform intercultural communication into an inclusive and empowering dialogue. The findings suggest that incorporating feminist translation principles not only mitigates the risks of cultural insensitivity but also enhances brands’ emo-tional resonance and long-term equity among female consumers. The study concludes by proposing a value-driven model for global brands, emphasizing translator agency, gender sensitivity training, and cross-cultural review mechanisms as essential to building ethical and sustainable brand communication.
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