Beauty

Avon apologises after Jameela Jamil slams its “gross abuse” of women

Posted by
Susan Devaney
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“We hear you and we apologise,” the beauty company has told its customers. 

It’s safe to assume that The Good Place’s Jameela Jamil is heading into 2019 with the same mantra as 2018: she’s calling out body shaming whenever and wherever she sees it.

Over the past 12 months, Jamil has criticised airbrushing to celebrities promoting ‘detox’ products and weight loss adverts, all while launching her own body positivity campaign, I Weigh on Instagram. Instead of women worrying about their weight, Jamil has encouraged thousands of women to showcase their true value instead with their social media posts.

Now, the activist has called Avon out for its latest beauty campaign that tells women that “dimples are cute on your face” but “not on your thighs”.

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Taking to Twitter, the actress posted an advert from the company’s brochure (distributed in North America) featuring a woman, claiming its latest product combats cellulite.

“Stop shaming women about age, gravity and cellulite,” Jamil tweeted at Avon’s UK company on Saturday 19 January. ”They’re inevitable, completely normal things. To make us fear them and try to ‘fix’ them, is to literally set us up for failure.”

Jamil didn’t stop there. She tweeted Avon again, urging the company to take ownership of its marketing materials. 

Avon’s American Twitter account responded by issuing an apology, explaining that the advert was supposed to be “light-hearted and fun”. 

On Sunday, Avon UK followed up on Jamil’s messages by issuing another apology, admitting that it had “messed up”. 

Thankfully, Jamil’s message was heard loud and clear as the brand is now “working diligently to remove this messaging”. 

Earlier this month, due to its success, Jamil announced she would be turning I Weigh into a company, to continue to change the way we talk about our bodies.

You can take part in Jamil’s campaign here.  

Images: Getty / Twitter 

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Susan Devaney

Susan Devaney is a digital journalist for Stylist.co.uk, writing about fashion, beauty, travel, feminism, and everything else in-between.

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