Céline T. Léon has written, "one can only identify the existentialist's [de Beauvoir's] glorification of transcendence with the type of feminism that Luce Irigaray denounces in Ce sexe qui n'en est pas un: "Woman simply equal to men would be like them and therefore not women".
This consumerist orientation retains the advances of legal equality in political space but urges women to celebrate their femininity in their personal lives, a category that includes careers, clothing, and sexuality.
[2] Some have accused this thought current as being female chauvinism, trying to manipulate people's behaviours and attitudes towards life[3] The term has also been equated with the new feminism described by Pope John Paul II.
The feminist film scholar Hilary Radner has used the term neofeminism to characterize the iteration of feminism advocated by Hollywood's spate of romantic comedies inaugurated by Pretty Woman (Gary Marshall, 1990) often described as postfeminist.
Radner argues that the origins of neofeminism can be traced back to figures such as Helen Gurley Brown writing in the 1960s, meaning that the term postfeminism (suggesting that these ideas emerged after second-wave feminism) is potentially misleading .