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Victoria’s Secret quietly changes campaign tagline after online backlash

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Following the backlash late last month, lingerie brand Victoria’s Secret has removed the tagline “The Perfect ‘Body’" from its new bra campaign. It is now “A body for every body”.The campaign first came under fire last month for promoting what was deemed by many as unhealthy image of women and called for the lingerie brand to make a public apology.An online petition created by three students in UK went viral with the hashtag #iamperfect and demanded that Victoria Secret pledge not to use such harmful marketing in the future. At the time of writing, the petition had already garnered 30,000 supporters. “Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies, in the hope that they will spend money on products that will supposedly make them happier and more beautiful,” the petition stated.Underwear brand Dear Kate also ran its own campaign with the image below (The first is from VS' campaign):On its website it said:“As an all-girl company making smart undies, we think we can do better. Through this photo, we showcase women who are often neglected by the media and traditional retailers. We show the multitude of shapes perfect bodies can take.We stand with the petition of Gabriella Kountourides, Laura Ferris, and Frances Black for Victoria’s Secret to apologize and amend the wording on their advertisements for the “Body” bra.”Meanwhile, Dove also dived in to promote its extremely successful “Real Body” campaign. Dove’s campaign for” Real Beauty” was one of the marketing industry’s best attempts to change the conversation about female beauty.https://twitter.com/Dove/status/527883952053174272Also JD Williams, a brand that British television presenter Lorraine Paula Kelly designs a range for, launched a #PerfectlyImperfect campaign and hoped for women to share their #FavouriteFlaw on social media channels. According to NZ Herald, the campaign hopes to push women to share the aspects about themselves the love.https://twitter.com/JDWFashion/status/529357613084196864https://twitter.com/JDWFashion/status/528277619838832640https://twitter.com/JDWFashion/status/529260119864139778

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