Victoria’s Secret Under Attack For Less-Than Perfect Marketing Campaign

A new ad from lingerie and beauty company Victoria’s Secret features a line-up of tall, slim, leggy, and busty supermodels with the tagline: the perfect “body.” But when it was unveiled in the UK last week, people took to the internet to voice their dissatisfaction.

Victoria's Secret 2


This manifested in a petition asking Victoria’s Secret to “apologise and take responsibility for the unhealthy and damaging message that their ‘Perfect Body’ campaign sends out about women’s bodies and how they should be judged.” The petition asked the company to change the wording on their ads for the ‘Body’ bra to “something that does not promote unhealthy and unrealistic standards of beauty, as well as pledge to not use such harmful marketing in the future.” Out of the desired 35,000 signatures, the petition had 28,903 at the time of writing. And, as of yesterday, Victoria’s Secret changed the ad with the new tagline reading: “a body for every body.” A small win, for sure.

Dear Kate


However, the image of the line-up of supermodels—with almost identical, unattainable bodies—remains and so to us at SheRa Mag, this ad is still not good enough. We think it’s time to pull the finger out, Victoria’s Secret. Whereas featuring supermodels on your catwalks is justifiable, a mass marketing campaign should be more inclusive—unless you want to sell underwear ONLY to models. Take a leaf out of underwear brand Dear Kate’s book, which released their own “perfect body” ad, featuring a line up of women of all sizes. “As if women need a reminder of our society’s homogenous definition of beauty… The creators of the ad probably didn’t think twice about the message it is sending, and to us, it’s irresponsible marketing,” Dear Kate said. Amen.

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  • Art Spear says:

    I don’t believe that Victoria Secrets are advertising to women as much as men, which is why this is so blatantly wrong. I believe the whole line is aimed at men as opposed to women. For most men this is the only lingerie company we know so the advertising is working as this is where we will go to buy our wives undies.
    That doesn’t make it right of course, especially when we are all so aware of our body image.

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