Avon removes cellulite advert after actress Jameela Jamil slams it for ‘shaming women’

Avon has removed an advert campaign after actress Jameela Jamil called it out for ‘shaming women’.

The cosmetics company released an advertising campaign for their new Naked Proof line that promises to ‘reduce cellulite’, ‘firm skin’ and ‘soften stretch marks’.

However, the campaign came under fire by social media users, for containing the slogan: ‘dimples are cute on your face (not on your thighs)’.

And there was even major response from high-profile faces.

Former E4 presenter and actress Jameela Jamil, who's currently starring in The Good Place, took to Twitter to criticise the advert that displayed the offensive sell line.

‘And yet EVERYONE has dimples on their thighs,’ responded the 32-year-old to the advert, ‘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’.

‘Shame on @AvonInsider and any publication that allows this sort of abusive advertising,’ she 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.’

Other social media users echoed the The Good Place actress’s sentiment, ridiculing the company’s contradictory statement.

Avon later responded to the activist’s tweet, confirming that they had pulled the controversial advert.

‘Hi Jameela, we completely understand where you’re coming from. We realize that we missed the mark with this messaging.

‘We have removed this messaging from all future marketing materials. We fully support our community in loving their bodies and feel confident in their own skin.’

Jameela responded by thanking the company for listening, writing: ‘THIS RIGHT HERE IS PROGRESS!!!! Thank you @AvonInsider for listening to us.’

Avon also tweeted apologising to their customers for the advertising with a image saying ‘We’re sorry.’

Alongside the image, they wrote: ‘We hear you and we apologize. We messed up on our Smooth Moves Naked Proof messaging.

We want to let you know that we are working diligently to remove this messaging from our marketing materials moving forward. We’re on it. We love our community of women.’

We're pleased to hear it!