Jameela Jamil took Avon to town over a new marketing campaign promoted on their website.
“The Good Place” actress wondered how Avon’s new campaign could promote the idea that “every body is beautiful” in one sentence and help “soften stretch marks” in the next.
Jamil, 32, slammed Avon’s #NakedProof campaign. The promotional material suggested, “dimples are cute on your face (not on your thighs).”
“And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at AVON certainly do,” Jamil argued. “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.”
“Shame on Avon and any publication that allows this sort of abusive advertising,” Jamil continued. “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.”
Avon responded to Jamil on Twitter. “Hi Jameela, Naked Proof is not an Avon UK Campaign and will not be featured in any of our materials,” they assured. “We are looking into this further.”
That response did not satisfy Jamil and soon Avon apologized for the advertisement. “Hi Jameela, we intended this to be light-hearted and fun, but we realize we missed the mark,” the company confessed. “We’ve removed this messaging from all marketing materials. We support our community in loving their bodies and feeling confident in their own skin.”
Jamil is not shy of protesting marketing practices she believes promote unrealistic body standards. She has publicly denounced the likes of Kim Kardashian and Cardi B in the past.