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Avon pulled this ad and others after facing accusations of bodyshaming. (Twitter)
Avon pulled this ad and others after facing accusations of bodyshaming. (Twitter)

No shame

Jameela Jamil calls out beauty brand for ‘gross abuse of the body positive movement’

By WITW Staff on January 23, 2019

Beauty brand Avon has pulled a recent ad campaign after they were accused of body shaming women for having cellulite and dimples. Actress Jameela Jamil, an outspoken body positivity activist, had called out the brand on Twitter over ads airing in Canada that claimed: “Dimples are cute on your face (not on your thighs).” Other ads in the campaign told women that “every body is beautiful” while simultaneously suggesting that women wouldn’t be perceived as attractive without products that “reduce cellulite, firm skin, and soften stretch marks.”

“EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do,” tweeted Jamil. “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.”

“Every body is beautiful, unless they have any ‘flaws’ I guess,” she added. “What a gross abuse of the body positive movement.”

In wake of public outcry, Avon has since apologized and promised to remove the offending campaign.

“We hear you and we apologize. We messed up on our Smooth Moves Naked Proof messaging. We want to let you know that we are working diligently to remove this messaging from our marketing materials moving forward. We’re on it. We love our community of women,” the beauty company wrote in a statement.

Read the full story at AdNews.


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