Violence toward women that occurs as an instrument of patriarchal control continues to be commonplace and is often not adequately addressed in the justice system. Today’s female avenger doesn’t need to commit an act of violence to achieve personal and political vindication. This can be achieved with the simple use of word of mouth - Speaking up to fight against the powerlessness of women that face gender based violence.
The new femme finds that she must combine aspects of her feminine power with characteristics traditionally understood to be masculine, to create a unique new persona of empowerment. Josephine Cosmetics encourages women to be both feminine and aggressive in their stance against violence and to belie stereotypes that suggest this combination is not possible.