This study examines how Gen-Z women perceive femvertising messages, focusing on the role of authenticity and self-concept. Through in-depth interviews with Gen-Z women, the researchers found that positive attitudes towards femvertisements are primarily driven by relatability and congruence with the perceived actual self rather than an idealized self. While initial responses to femvertisements are often positive, further reflection on their sincerity and authenticity leads to more critical perspectives. However, respondents often feel a sense of "guilty displeasure," reluctant to admit disliking a femvertisement due to a perceived obligation to support female empowerment messaging. The study also highlights the importance of actual self-concept congruency in forming positive attitudes towards femvertisements, as well as the need for brands to align their practices with their messaging to avoid inauthenticity. Practical implications suggest that brands should prioritize relatability and realistic representations of women in their femvertisements to enhance consumer engagement and trust.This study examines how Gen-Z women perceive femvertising messages, focusing on the role of authenticity and self-concept. Through in-depth interviews with Gen-Z women, the researchers found that positive attitudes towards femvertisements are primarily driven by relatability and congruence with the perceived actual self rather than an idealized self. While initial responses to femvertisements are often positive, further reflection on their sincerity and authenticity leads to more critical perspectives. However, respondents often feel a sense of "guilty displeasure," reluctant to admit disliking a femvertisement due to a perceived obligation to support female empowerment messaging. The study also highlights the importance of actual self-concept congruency in forming positive attitudes towards femvertisements, as well as the need for brands to align their practices with their messaging to avoid inauthenticity. Practical implications suggest that brands should prioritize relatability and realistic representations of women in their femvertisements to enhance consumer engagement and trust.