#JameelaForPresident. The actor and body-positivity activist Jameela Jamil called Avon out over the weekend, for 'shaming women' with marketing materials telling customers that dimples are not 'cute' on their thighs.
This is 2019 Avon, come on!
Jameela Jamil tweeted a page from the company's brochure advertising a product that claims to combat cellulite. The ad features a photo of a woman smiling with the copy, “dimples are cute on your face (not on your thighs.)”
The 'Good Place' actor and 'i Weigh' founder who has spoken out against body-shaming messages in the past, urged Avon to stop encouraging its customers to “fix” their bodies.
“Stop shaming women about age, gravity and cellulite,” Jameela tweeted at Avon’s UK company. ”They’re inevitable, completely normal things. To make us fear them and try to ‘fix’ them, is to literally set us up for failure.”
And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK 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 pic.twitter.com/78kqu3nHeE— Jameela Jamil (@jameelajamil) January 19, 2019
Following up her initial tweet with two more, she urged the cosmetic company to take more responsibility for their marketing and realise the extent of the damaging message they're sending.
Shame on @AvonInsider and any publication that allows this sort of abusive advertising. My timeline is full of women saying adverts like these are why they are afraid to be naked in front of lovers, or to wear a swimsuit. You are being robbed of your money and self esteem. https://t.co/YgNIeKaZVm— Jameela Jamil (@jameelajamil) January 19, 2019
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 this constant manipulation. Once you see it, you can’t unsee it. It’s everywhere. You are constantly being manipulated to self hate. pic.twitter.com/cUnV8N3lD8— Jameela Jamil (@jameelajamil) January 19, 2019
Avon’s official Twitter account for its USA operations were forced to respond to Jamil, saying the ad “was intended to be light-hearted and fun.”
“...but we realize we missed the mark,” Avon USA added, saying it planned to remove the messaging from its marketing materials.
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. pic.twitter.com/lUyK3EyfAy— Avon (@AvonInsider) January 20, 2019
Earlier this month, Jameela announced she was turning her body positivity-focused Instagram account, I Weigh into a company that will work to enact policy changes on how people talk about other people’s bodies.
“Fat-phobia is real, it is pervasive and prevalent and is damaging the mental health of millions,” she wrote.
She's also passionately called for airbrushing and photoshopping to become illegal and discredits celebrities for sharing messages and promoting products she finds damaging to women too.
More power to you girl, #TeamIWeigh