How Victoria’s secret’s “The perfect body” campaign generated negative buzz

In one of my previous posts i have praised Victoria’s secret for its successful campaigns. However, not all of its campaigns have proved to meet this requirement. Last month’s Victoria’s Secret’s campaign featuring the ad “The perfect body” came under fire!

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The campaign which advertised bras form the “Body” lingerie line, was launched in the form of printed media and on the company’s website in the UK. The campaign generated an extremely negative response from UK shoppers.

The negative buzz which spread to social media in the form of a petition asking Victoria’s Secret to apologize and terminate its campaign. The petition stated “the campaign does perpetuate low self-esteem among women who are made to feel that their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty”.6b53432e2576c3168a0ccc1858762e10

The petition was accompanied by the #iamperfect hashtag which spread all over social media and gathered around 29000 signatures for the petition.

Some examples of the posts that spread all over the web with the #iamperfect hashtag:

http://www.today.com/health/perfect-body-petition-twitter-users-slam-victorias-secret-campaign-1D80253890

The company has not yet apologized but has changed the ad to “A body for every body”.


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The change showed that Victoria’s Secret is listening to its customers. However, they didn’t really have the option to ignore the petition given the huge negative buzz the campaign generated on social media.

Although the ad displayed on the website has changed, the ones displayed in the stores are still the original ones.

Read more:

http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-11

http://www.huffingtonpost.com/2014/11/06/victorias-secret-perfect-body-campaign_n_6115728.html

http://www.bbc.com/news/blogs-trending-29958907

One response to “How Victoria’s secret’s “The perfect body” campaign generated negative buzz

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