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Avon Gets Under People's Skin After Releasing Controversial "Dimples" Ad

Avon

A few days ago, international beauty company Avon introduced their new line of body care products called Naked Proof.

The brand launched a slew of marketing materials to go along with their latest products that claim to reduce cellulite, firm skin, and soften stretch marks, but it wasn't long before they were forced to take them all down.

After an Avon Insider ad claiming that "dimples are cute on your face (not on your thighs)," many people, including actress Jameela Jamil, took to social media to call out Avon for body-shaming.

The Good Place star asked the brand, whose campaign ironically touts "Every body is beautiful," to "stop shaming women about age, gravity and cellulite."

"And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do," Jamil wrote on Twitter. "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 added. "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."

The actress explained that she wants more women to be aware of the "gross abuse of the body positive movement" and the "constant manipulation" by brands.

"Once you see it, you can't unsee it," she tweeted. "It's everywhere. You are constantly being manipulated to self hate."

Avon UK promptly replied to the English actress, informing her that "Naked Proof is not an Avon UK Campaign," but they'll make sure that it "will not featured in any of our materials."

The backlash from Jamil and other women led to Avon to eventually issue an apology, explaining that they "intended this [the ad] to be light-hearted and fun, but we realize we missed the mark."

They added, "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, an outspoken advocate for body positivity, is no stranger to calling out brands and celebrities, like Kim Kardashian, for promoting toxic beauty standards.

The actress started a movement, i weigh, to denounce body-shaming and help women "feel valuable."

After Avon's apology, Jamil thanked them for listening and taking action. "This is PROGRESS," she wrote on Instagram.

What do you think of Avon's Naked Proof Ad?

Blair isn't a bestselling author, but she has a knack for beautiful prose. When she isn't writing for Shared, she enjoys listening to podcasts.