The Good Place star Jameela Jamil called out beauty giant Avon for ‘shaming women’ with its marketing tactics.
British actress Jameela Jamil has criticised popular beauty brand Avon for its latest ad campaign, taking to Twitter to share her frustration. The brand’s latest commercial states that dimples are cute on your face but “not on your thighs” prompting the actress to highlight the impact such a message has on women of all ages.
Setting Us Up For Failure
Avon’s Body Proof range is aimed at reducing cellulite (yeah, right) and the attached #NakedProof campaign shows women in their underwear with various slogans, including the particular one referred to by Jameela in her tweet. Responding to the ad she said, “And yet EVERYONE has dimples on their thighs, I do, you do, and the clowns at Avon certainly do! Stop shaming women about age, gravity and cellulite. They’re inevitable, completely normal things. To make us fear them and try to ‘fix’ them, is to literally set us up for failure.” Jameela’s post has been retweeted thousands of times, with many followers applauding her for publicly criticising the campaign.
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Stop The Manipulation
Not stopping at just one advert, Jameela continued to call out each caption pointing out the ridiculous claims made by the brand. “Every body is beautiful, unless they have any ‘flaws’ I guess. What a gross abuse of the body positive movement. I want you all to look out for constant manipulation. Once you see it, you can’t unsee it, it’s everywhere. You are constantly being manipulated to self hate.” Avon were quick to respond to the tweets, pointing out that the campaign was not part of its UK brand, but Avon US who were responsible for the advert issued an apology. “We intended this to be light hearted and fun, but we realise we missed the mark. We’ve removed this messaging from all marketing materials. We support our community in loving their bodies and feeling confident in their own skin.”
We love that someone like Jameela has finally used their following to fight against the kind of marketing women are exposed to each and every day. It’s also worth noting that no cream is going to make a significant difference to cellulite, so it looks like Avon was off to a bad start with this campaign anyway…
Do you feel pressure to ‘fix’ your cellulite? Let us know in the comments!