Avon Apologises To Jameela Jamil For Body Shaming Ads

Avon Apologises To Jameela Jamil For Body Shaming Ads

The makeup brand has responded to actrice Jameela Jamil‘s criticism of its advertising for cellulite reducing products.

Jameela Alia Burton-Jamil, is a British actress, model, presenter and activist. Jamil began her career as an English teacher before becoming a presenter on T4 from 2009 until 2012 when the program ended. Jamil went on to present other shows. Jamil became the radio host of The Official Chart, and was co-host of The Official Chart Update alongside Scott Mills on BBC Radio 1. Jamil made radio history becoming the first sole female presenter of the BBC Radio 1 Chart show.

The actress drew attention to an ad from the company that shows a woman laughing with a message that reads:

“Dimples are cute on your face (not on your thighs).”

A second ad from the campaign says that “Every body is beautiful” but then goes on to boast that their Naked Proof products will “reduce cellulite, firm skin, and soften stretch marks”.

Jamil slammed Avon for their contradictory message, and demanded that Avon 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.


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.

She said on Twitter.

The actor has over half a million followers on Twitter — and nearly a million on Instagram — which seems to have made brands, sit up and pay attention. After publicly naming and shaming Avon, the brand took the time today to respond to Jamil’s concerns.

“Hi Jameela, we completely understand where you’re coming from. We realise that we missed the mark with this messaging. We have removed this messaging from all future marketing materials,” the tweet read.


“We fully support our community in loving their bodies and feeling confident in their own skin,”

the Avon tweet added.

“THIS IS PROGRESS,” Jamil wrote on social media after receiving the message. Thank you @avoninsider for listening to us. We deserve better.”

About Avon Products, Inc.

Avon is the Company that for 130 years has proudly stood for beauty, innovation, optimism and, above all, for women. Avon products include well-recognized and beloved brands such as ANEW, Avon Color, Avon Care, Skin-So-Soft, and Advance Techniques sold through approximately 6 million active independent Avon Sales Representatives.

Learn more about Avon and its products at www.avoncompany.com.

Get more information, facts and figures about Avon Products, click here for the Avon Products overview.

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