The TV presenter, actress, activist and model can now add feminist champion to that long list of things to be proud of.
Jameela has criticised the beauty industry for their manipulative advertising
If you haven’t seen already, she’s been taking expressing her disbelief at beauty firm Avon, pointing out a major flaw in the company’s advertising campaign.
Jameela has called out Avon for what she (perfectly) described as manipulative advertising, as they sent out a very contradictive message in an advert for a stretch mark and cellulite cream.
The advert featured a picture of a lady, with the words “Every body is beautiful. New Naked Proof reduces cellulite, firms skin, and softens stretch marks so she can feel confident and powerful 24/7. Order samples now!”
In a thought-provoking, inspiring response to the ad, Jameela tweeted: “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.”
As you continue to read the tweets in the thread, it becomes more clear and more astonishing how these products are marketed towards women.
Jameela absolutely nails it, saying: “And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do. 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”
It really does beg the question of, how on earth do these ads get the go ahead? Who is allowing these messages to go out?
Jameela 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.”
People responded the tweets praising Jameela for using her platform to call out companies that are using body positivity messages in a backwards way.
Too often we probably allow these things to go simply because we are used to seeing them, or because we feel vocalising our opinions on the issue won’t get us anywhere – so a massive thankyou to Jameela from Female First for calling this out and bringing it to the attention of all her followers.
Tagged in feminism