One of AVON’s goals is to empower women regardless of their status in society, race or sexuality. With more than six million members and 25,000 associates around the globe, it championed women in career building and self-development.
However, people began to question the company’s real purpose when they launched its new products with a tagline ‘dimples are cute on your face, but not on your thighs’. Almost everyone criticized this ad, it then went viral on social media, especially on Twitter. The advertisement created an uproar among celebrities and women rights’ group who believe this kind of propaganda lowers women, rather than uplifts them.
The fashion brand company felt the need to apologize, and is now properly addressing its mistake. They took down its advertising materials, both in print and social media, but the impact that these promotions created already degraded women.
One look at the photo of a seated woman with an anti-cellulite slogan is enough to agitate even celebrities and one of them is the ‘The Good Place’ actor Jameela Jamil. She posted on twitter mentioning AVON to stop shaming women about their looks, sizes and forms. And just after 5pm, came a response from AVON indicating that they will be more careful on their future marketing messages.
Though AVON admitted its lack of sensitivity, it already sparked a movement and uncovers one truth; society tolerates the culture of self-hate and body shaming. This concept is very abusive especially to women’s mental and physical health. Knowing that you are flawed because you responded to normal changes happening in your body is a shallow idea, mostly highlighted through advertising campaigns of beauty products. Needless to say, but one should not feel ashamed of how they look, regardless of their colour, size and race.
Given the opportunity, resources and money, beauty companies other than AVON should be the forefront of women’s struggle against body shaming. Instead of highlighting their flaws, which in turn affect their emotional state and values towards themselves, it would be better to promote acceptance and self-love. After all, no one needs others’ approval to look good.